An Empirical Study On The Influence Of Promotion Strategies On Brand Equity

With the development of the process of global integration, the internationallyrenowned brand constantly influx into the Chinese market, and further intensified thecompetition in the market. The Chinese enterprises must change the status andactively adjust marketing model to to face the entrance of strong foreign brands ofthese powerful competitors。While expanding sales channels，the Chinese enterprisesshould focus on the building of the corporate brand assets，create their own brandsand maintenance corporate brand image.Then it can allow companies to be able tosurvive in the increasingly fierce competition and continue to grow and develop.Whether in academia or industry, it is generally believed that brand equity is themost valuable asset. Promotion strategy have an important impact on brand equity.Through the use of the Amos software, Empirical research methods analysis theoperating conditions of Metersbonwe’s brand assets,and on this basis, establish themodel of the relationship between the promotional tool and brand assets from thebrand equity of the three dimensions (brand awareness, brand loyalty, perceivedquality) to study the impact of the promotional strategy of brand assets. The resultsshowed that: promotional strategy, advertising, sales promotion, personal selling willhave a positive impact three dimensions of brand equity (brand awareness, brandloyalty, perceived quality), and thus there will be a positive impact on the brandequity of the company. Finally, it shows the analysis of the limitations of this studyand the follow-up study.