Analysis Of Personal Brand Equity Investment Of Master Of Industrial Arts Of China

With the continuous improvement of people’s living standard, more and more Chinese people keen on art collection, but the number of consumers who has solid professional knowledge and correct attitude of collection is not much, so buying cheap stuff even fakes happen very often. Masters of Industrial Arts of China in the studio were constantly creating high-quality arts and crafts, but there are few people to buy. In this case, this paper will put brand-credit-degree into the brand equity evaluation system, focusing on the research of personal brand assets of50Masters of Industrial Arts of China of ceramic trade.Brand Equity is such a comprehensive concept that can be annotated from many aspects such as financial data、power of marketing competition relationship with consumers and so on. Three big brand evaluation mechanisms home and abroad all suppose that profits are created by the brand, and assuming that the trademark is just the brand, which confuse the two concepts. This paper argues that the brand equity trade the trademark as a carrier, the brand credit degree as its content, and for the purpose of improving the ability of brand premium. This paper is aiming at evaluating the trademark’s brand credit degree.This article applies the brand credit model invented by Yueyao Sun and his research team on the base of summarization of models of brand equity and personal brand. The article establishes a model to evaluate Masters of Industrial Arts of China brands on the base of the consideration of characteristic of arts trade.This article is divided into six chapters. The first chapter is "Introduction", which includes the main questions, the significance of the paper, the research content and innovations. The second chapter is "Overview", which reviews the theoretical studies of brand equity and personal brand. The brand equity mainly summarizes the articles of domestic and foreign scholars and in-depth analysis of the advantages and disadvantages of various evaluation methods. The personal brand part is analyzed from different aspects such as marketing, management and brand. In the third chapter, analyzing the Masters of Industrial Arts of China brand equity and influencing factors. The fourth chapter takes Yuanchang Liu as an example. Chapter5gives suggestions to enhance brand equity. The sixth chapter is a full text summary.