Study On IPA’s Strategy Confusion

Nowadays,the competition in the booming automobile industry in China market become more and more heated up.The competition arena is shifting from product to brand,the ultimately competitive advantage in business is depending on the competitive of a brand.How to evaluate and improve the brand equity,become an essential business management element in practice,especially for premium automobile company,like I Premium Automobile.By studying how COO confusion affecting IPA brand equity,the author reviews the COO effect and CBBE relevant literature.Expending the research on the COO effect on brand equity affluence and evaluation,which already drew much attention from marketing literature study in recent decades.Firstly,in terms of research methodology,the current study based on qualitative case analysis and empirical quantitative study to analyze IPA’s branding strategies issues,the IPA branding COO confusion.Focusing on study the association between COO effect on Keller,K.L.’s CBBE model,the author posits secondary and primary data and facts analysis and prove the IPA branding problems in China market.Secondly,through conducting the questionnaire survey for the study,the study also indicate the IPA brand origin recognition was relatively low and the consequence of the COO confusion weakening the IPA’s brand equity.The results of analysis further reveal the perception of respondents to IPA brand origin from Japan is more related to product quality attribute and not the attribute IPA brand supposed as a high-end or luxury brand.Finally,the results of current study turn out the COO effect significantly influence brand imagery and brand resonance two brand building blocks in CBBE model,but not affect the brand building block of brand feelings in the model.In managerial practice,IPA should manage its brand COO salience in CBBE.In conclusion,as the CBBE theory is the vital conceptual framework in brand equity study,and result of this study which figure out the rational mechanism of COO effect on CBBE,this study can be applied on brand equity’s evaluation and management.Therefore,this research not just can be adapted for IPA brand,but also can be considered as reference for other foreign premium automobile brands operated in China market.