Marketing
...foreign professor and domestic researcher. Each theory will differently categorize Model factor in brand evaluation according to their comprehension and the appropriation with situation or business in apply for example…….
When brand is regarded as living thing, trademark or brand can be compared as person. In other word, one brand is a man with a name, birth, image, character and may be dead in the end. The process we use to evaluate value, price or importance of him can be called the evaluation of Brand Equity.
In order to judge or evaluate somebody, steps and factors are needed. So does the brand evaluation. Brand Equity is a character with utility, containing an unique value that every brand owner would like to achieve according to the fact that high quality brand usually increases consumer’s need in such product or service leading to the payment for that product and service.
However, Brand Equity Model created in the past indicates that Brand Loyalty is considered one of the factor in Brand Equity Model also.
Nevertheless, Brand Loyalty is the maketors most wanted which is regarded as the ultimate goal of Brand Building and Marketing. Brand Loyalty will form only in experienced consumer when they use the product and have a positive attitude towards the brand or an impression in quality or its economical price. Or they feel proud in various issues evoking the consumer to repurchase the product or service.
We can sum up that Brand Equity will build attraction or consumer’ need to return to the brand. The more value of the brand receive, the more affection and impression from the consumer affecting in Brand Loyalty. Brand Equity Model would be as follow.
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