Research On Strategy Of Geely Brand Equity Value Enhancement

With the national attention to brand construction,high-quality development of automobile brands has become a hot spot,and promoting the development of Chinese automobile brands has become the common goal of every automobile enterprise.At present,although Chinese automobile brands have made great breakthroughs in the international development,none of the top 100 brands in the world has a Chinese automobile brand on the list.Therefore,china’s lagging brand equity needs to change.The subject of this study,Geely Brand,is the leader of Chinese auto independent brands,and the only Chinese auto brand in the 2021500 Global Brand Value Report,which has rich experience in building cars.But with the increasingly fierce competition in the auto market,Geely’s market share has been continuously diluted,so to enhance the value of Geely brand assets,to enhance brand competitiveness is of great significance.In the research process,firstly,this article applies literature research method and draws on the literature in the field of brand asset value evaluation to provide theoretical basis for measuring automotive brand assets and diagnosing brand status.Secondly,this article analyzes the current situation of Geely’s automotive market and concludes that Geely’s market share has remained stable in the past five years.Combining PEST analysis and Porter’s Five Forces model,the macro environment and competitive situation of the brand are analyzed,and it is concluded that the macro environment is conducive to the development of automotive enterprises.The competitive environment presents a fierce trend,and Geely’s main competitive brands are selected.Once again,through the combination of questionnaire survey and empirical analysis,the BAV brand asset evaluation model is used to measure the brand asset value of Geely’s main competitors,analyze the logical order of Geely’s brand asset value enhancement,and diagnose the brand status of each automotive brand through the brand power matrix diagram,thus providing direction for Geely’s brand asset value enhancement.In addition,by analyzing the impact of brand assets on consumer brand tendencies,it is concluded that enhancing brand assets by enterprises is beneficial for increasing consumer preferences,thereby increasing market share.Finally,targeted strategies are proposed in the four dimensions of brand relevance,brand respect,brand differentiation,and brand awareness.Through this study,I hope to improve the value of its own brand assets for Geely,but also hope to inspire the brand building work of other auto brands to help the car brand upward development.At the same time,we hope to arouse the interest and attention of scholars and experts,provide a new perspective for the promotion of automobile brand assets,and enrich the application of the theory of brand assets evaluation in automobile industry.