Retail Brand Asset Management.docVIP

 PAGE \* MERGEFORMAT 17 Retail Brand Asset Management It can be said most of the domestic retail industry retailers and suppliers do not say categorically that we can bring up their century-old Chinese-known. An indisputable fact is that brand-building concerning the long-term business success. Today, the Chinese retail enterprises and foreign-funded retail enterprises have to stand with a market environment and competitive conditions, while the more foreign-funded retail enterprises, and our hearts the pain of hundred companies, chain of the itch, not a lack of brand, but the lack of 6 words - brand asset management. Foreign brands of moving steadily, so that domestic enterprises aware of the brand power of important. They want to know how to strengthen their own brand? Increase the cost of advertising no longer expand brand awareness and loyalty means. The brand of technical content and management of content, to provide good public service, becoming the value leader, the most urgent task is the retailers. What is brand equity? With the scholar’s words, brand equity is defined as a product or service can increase or decrease the value of resources and the reliability of a series of brand characteristics - such as name, logo, products and services. These brand equity including brand loyalty, brand recognition, quality and brand association found. With the merchant’s words, brand equity is the customer experience to the company’s value and are willing to pay more money for this result. Brand equity of the many resources such as brand awareness, quality accreditation, brand associations, as well as the formation of brand loyalty has the potential for a premium price, with premium prices brought the budget can increase the net profit or brand equity re-investment. Brand can become assets, because of the brand with a premium price capabilities. Wal-Mart at Kmart, Boeing’s McDonnell Douglas was General Electric’s in Westinghouse, IBM’s in the Hewlett-Packard,