The Comparative Study Of Brand Value Cognition Between The Independent Brand And Brand Alliance

The brand is a systematic concept that the enterprise and consumer interact and interconnect. It embodies that enterprise gets comprehensive value by the brand and consumers can get its brand experience and emotion by purchase. Brand means status and personality in the presence of others, at the same time the brand brings more added value for consumers. Brand is trustworthy and reliable products. It can make consumers feel the corresponding position, identity and self-confidence, so as to obtain psychological satisfaction and experience. Many well-known brands, their brand defense ability is rather poor, so it fails to form a complete set of brand management system. It didn’t establish the core value of the brand in the mind of consumers. And it will not be able to win the trust of consumers, so it is difficult to bring sustainable sales for the enterprise.The development of independent brands has received the attention of our government and our nation, as well as the enterprise. The development of independent brands has several modes. Is it good to adhere to their own development, or cooperate with the well-known brand? The brand alliance is the cooperation of different brands, but also an important form of brand development. Brand alliance makes two brands get complementary advantages, but there are also many failure cases of brand alliance. The focus of this paper is:when independent brands select who to cooperate with, their brand value to the consumers is different, which one is more valuable.This article selected co-brand of the brand alliance as the access point of the research. Through theoretical analysis, the article puts forward the theory assumption and designs the questionnaire. Then analyzes the reliability and validity of the questionnaire, and revises and perfects its main content. Through principal component analysis and confirmatory factor analysis method, the article explores the major elements of brand value cognition. By two surveys and statistical analysis, the article establishes the theoretical model of brand value cognition, then revise and perfect the theory model. Through structural equation model, the article determines the correlation between the magnitude relation and propagation path. Through the T test and verifying comparison of mean validate hypothesis, we can know that the independent brand and the brand each has an advantage, but in the value of the brand cognition of all elements of the contrast analysis, the brand cognition of co-brand value has been greatly improved, and some have been more than the independent brand, but on the whole the independent brands still have subtle gaps in the conclusion. Through structural equation model, the article determines the correlation of the magnitude relation and the path of propagation. Through the T test and comparison of mean validate hypothesis, the article tells us that the independent brand and the alliance brand each have an advantage. But in the contrast analysis of all elements of the brand value cognition, the brand value of co-brand has been greatly improved, and some have been more than the independent brand. But on the whole there are still some gaps comparing to the independent brands.