Analysis of long-established brand equity.docVIP

 PAGE \* MERGEFORMAT 7 Analysis of long-established brand equity First, the old glory is no longer Old Chinese is a long history, with generations of products, skills or services with distinct traditional Chinese cultural background and rich cultural heritage, and achieved widespread recognition and create a good reputation of the brand a few years old tend to have even a hundred years of history, enjoys a high reputation in the folk, in a certain area to obtain public recognition and trust. According to the China Brand Research Institute survey, the early days of old Chinese companies nationwide about 16,000, involving food and beverage, pharmaceutical, food, retail, tobacco, clothing and other industries, but for various reasons, old business properly, frequently bankruptcy .1990 years, assessed by the state department in charge of Chinese business old only 1,600, only about the early days 10% of the total number of old now, even if more than 1,600 old Chinese enterprises, the majority of business crisis, of which 70% of the business is difficulties, 20% of the barely operational, only 10% to flourish. the same as the old Chinese, a big difference between brand value. Ranked lt;lt;Second Chinese old brand value hundred Listgt;gt; the last of the Chu River, and the top level of difference between the value of the brand Maotai 1450 times. In the history of old used to be a strong regional brand, is now essentially operating difficulties caused by the loss of brand equity, so a comprehensive review of old brand equity is the development of old brand basis and premise. Two, Aaker’s brand equity theory: look at old Brand equity is a business critical intangible assets, a large number of brand equity concept from the perspective of brand building, Aaker’s brand equity has a more realistic theoretical system of meaning. Aaker is based on customers from a marketing point of view to improve its brand equity theory, now the theory has been used to guide the