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Brand asset value growth mechanism

Author: LiuQiang
Tutor: WangYanHong
School: Tianjin Normal University
Course: Business management
Keywords: Brand FMCG The value of brand equity Growth mechanism
CLC: F273.2
Type: Master's thesis
Year: 2009
Downloads: 285
Quote: 0
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Abstract


Brand as a unique intangible assets have a special value-added , which belong to certain organizations , and patent and legal protection , so in this sense , the competitiveness of the brand also represents the core competitiveness of enterprises force. Especially in the fast moving consumer goods industry , consumers easily converted in similar products of different brands , the brand in the fast moving consumer goods industry has become important factors for determining market share , which is fast moving consumer goods companies committed to the brand equity and management one . The first part of this thesis research background and significance of the topic elaborate , and briefly summarized the research literature content and research methods , elaborated on this basis . The second part of the elaborate theoretical basis of the thesis , an overview of brand identity , function and brand assets , brand life cycle and brand value evaluation model theory , to extract the growth factors that affect the brand value of the assets . The third part of the analysis of the fast moving consumer goods industry brand asset value of the status quo , and pointed out that the main problems in the brand assets operating in the fast moving consumer goods industry in China . Part IV extracted four factors to establish and perfect the mechanism of brand asset value growth , to enable enterprises to achieve the effect of brand equity appreciation . Finally, the introduction of case studies , the Yili brand asset value growth mechanism analysis confirms the theoretical point of view , and a summary of the conclusions .

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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