Research On The Improvement Of Brand Equity Valuation And Management Issues Of China Southern Airlines

Brand as one of the most significant intangible asset, is considered as the indirect revenue generator by more and more company leaders. Brand value plays the role to distinguish the products of a company from another. Because of the extensive insights of brand, a qualified branding strategy will bring extraordinary income to companies. Presently, a great number of studies about brand equity evaluation and methodology which offers a good fundamental to this study. The professionals established different evaluation module in category of financial factor, consumer factor and branding strength factor.China national aviation industry is now facing the challenge both internally and externally. The internal treat is the private owned carriers gradually erode the domestic market share through their effective cost control and preferable flexibility. Externally, developed foreign carriers shows great interest to expand the business scope in China. All above factors lead to China national carriers' passive status in current market. Consequently, to identify the brand asset's role in a organization and select an integrated and practical brand asset evaluation module is an essential topic for all the domestic China carriers.This dissertation is creating a new module which combine both financial and consumer factors to implement into China Southern Airline company. The new module compromises the 6 main consumer influential factors with the net value analysis. Lastly, the writer adopted the famous world BRANDZ branding ranking to prove the final evaluation result. The expectation of the study is to improve China Southern Airline's brand value evaluation module which could provide a trust data to help company decision maker with a significant branding strategy and management system.