Research On The Factors Of Brand Equity In The Old Brand Enterprise

Brand equity has become a research focus among domestic and foreign experts and scholars since the 1990s, and marketing academics also positioned the brand as the top research direction. However, there’s still a huge gap in the theoretical study of brand. The existing literature about brand equity just focused on the connotations, assessments and dimensions, and fewer on the sources, so there has been no theoretical system about the dynamic establishing process of brand equity. With the acceleration of economic globalization, the competition gets fiercer and fiercer in the market. The old brand enterprises, which play an important role in China’s economic structure, now have many difficulties in developing their brands in the new market. Some even have been off the market. To be rejuvenated and obtain advantage in the market competition again, it is necessary for the old brand enterprise to focus on establishing the brand equity.First, by carding theory system of brand equity, we expound that brand equity is composed of brand awareness, perceived quality, brand association and brand loyalty. Then, we study the catering old enterprise marketing strategy through integrating predecessors’research results and deep discussion with related personnel. Based on the former research, this paper establishes a model for the effects of marketing strategy to the brand equity and takes catering old enterprise as an example in empirical analysis, eventually giving conclusions. The results of this research are significant for the old brand enterprises’ brand management and operating practices. Finally, we point out the limitations of this study and look ahead to the future research directions.