How is the value of a brand estimated? As long as it is related to which factors?

How to estimate the value of a brand? As long as and which aspects of the factors related to?

The source and composition of brand value

As early as 40 years ago, Larry Light, a famous American advertising research expert, boldly proposed, based on his research on the development of the market: the future marketing battle will be the battle of the brand, the competition for brand dominance. Future enterprises and investors will regard the brand as the most valuable asset of the enterprise. Own the market is more important than owning a business, and the only way to own the market is to have a dominant market position of the brand. Today, more and more companies are focusing on branding to start using branding strategy to enhance competitiveness. This phenomenon is closely related to the concept of brand equity, which is popular in the marketing industry. The brand equity theory of David A. Aaker, a famous American brand management expert, has made an important contribution to it. However, recently, many enterprises have frequently broken out in a series of brand crisis, and even sounded the alarm for the brand building of enterprises. How can we effectively overcome the difficulties and bottlenecks on the road of brand development? It seems necessary to seriously study Aaker's brand equity theory and its management of brand equity strategy, which has an important guiding significance for the enterprise to create a famous brand strategy.

First, the composition of brand assets and brand value embodiment

Modern brand theory that the brand is a consumer-centered concept, no consumers, there is no brand. Therefore, the marketing industry tends to define brand equity from the perspective of consumers to elaborate. That is, using or not using a certain brand, consumers will not have a different reaction to a particular product or service. In other words, a brand can bring added value to consumers beyond its functionality, and only a brand can generate such market benefits. Markets are made up of consumers, and brand equity is essentially a source or consumer-based asset. Consumers' brand purchase behavior is driven by their brand psychology, so Aaker believes that the reason why brand equity is valuable and can create huge profits for the enterprise is that it generates in the minds of consumers a wide range of highly visible, good and consistent with the expected quality of the product perception, strong and positive brand associations (relevance), as well as stable and loyal consumers (customers) of these four core characteristics. In other words, brand awareness, brand perceived quality, brand association (relevance), and brand loyalty are important sources of brand equity value.

Value can be added or subtracted from customers through brand equity, as brand equity helps to interpret and process the information consumers store about products and brands, and also enhances consumer confidence in making purchasing decisions, but more importantly, the perceived quality and brand associations can increase customer satisfaction in using the goods, which plays an important role in cultivating loyal customers. At the same time brand equity can also provide value to the organization. For example, it can enhance the efficiency and effectiveness of marketing programs, increase customer loyalty, enhance price premiums to increase marginal profits, and provide leverage for companies to expand their reach through brand extensions and in distribution channels.

From the perspective of consumer psychology, the development of the depth of the relationship between the brand and the consumer, is to treat the consumer as an independent individual, to understand how the brand and the consumer's self-concept, lifestyle and personality of the connection. Specifically, we need to observe consumers' values and beliefs, behavioral preferences and interests, and what they have, that is to say, we need to understand what they are, what they do, and what they want, so that we can have a deeper understanding of why they do what they do.

Another factor that creates a deep relationship with consumers is their behavioral preferences and interests. For example, they like to surf the web, watch soccer matches, travel, do housework, invest, and eat out, to name a few. If the brand can become part of these behavioral preferences or interests, and bring additional functional and emotional benefits to consumers, the brand is deep into the lives of consumers. This is the reason why the experiential marketing model has become so popular in recent years.

Consumer ownership is also an important factor in the depth of the relationship between brands and them. Consumer psychology suggests that, to a certain extent, what an individual owns reflects his lifestyle, values, and behavioral preferences. Possessions are broadly defined to include people, places, ideas, groups and objects, all of which express and deepen self-concept. Sometimes the brand itself is one of the possessions, expressing emotionality and self-interest. As the Samsung cell phone said earlier, when a consumer holds a Samsung cell phone and says, "This brand is me," i.e., when the brand becomes part of his life, or when owning a brand gives someone a sense of desire fulfillment, then the brand has formed a deep relationship with the consumer.

In summary, the process of forming a strong brand is the communication and development of the relationship between the brand and the consumer, and is the main embodiment of the brand value. The degree of communication and development of brand and consumer can be reflected in the development of brand knowledge, brand awareness, brand reputation and brand loyalty in four aspects of the relationship that value. Specifically, brand knowledge and brand awareness mainly solve the problem of how consumers recognize the brand, and brand reputation and brand loyalty mainly solve the problem of the degree of stability of the brand status in the minds of consumers. In short, the growth of the brand is a continuous process of maintaining the relationship between the enterprise (services and products) and consumers (including all kinds of relationship stakeholders).

Second, based on the theory of brand equity, the implementation of brand strategy

(a) to enhance brand awareness, influence market share

Brand awareness refers to the degree of knowledge of the target consumers of the brand name and its attributes of the product category. The development of awareness generally experience from no awareness to prompt awareness, then to unprompted awareness, and finally the first mention of awareness. The higher the brand awareness indicates the more familiar the consumer is with it, and familiar brands always feel safe, secure and reliable, which creates a favorable feeling (psychological tendency) and also helps to give more associations to the brand. So the higher the brand awareness, the higher the consumer's liking for it and the higher the likelihood of shopping for it. In the case of the same degree of brand liking, the higher the brand awareness, the greater its market share (market share). Marketing practice shows that: in similar products, the brand with the highest awareness is often the leading brand in the market, that is, the brand with the highest market share. It can be said that one of the characteristics of the famous brand is to have a very high brand awareness.

Because brand awareness is so important, improving brand awareness has become a basic task of brand equity management. According to the theory of brand equity and the development stage of brand awareness, to enhance brand awareness to go through from brand recognition to brand recall, and finally to remember the three basic stages. However, the current problem is that the practice of using mass media to increase awareness is gradually being challenged as mass media advertising becomes more expensive and the market is further segmented. More and more marketing practices have proved that only a series of activities that can highlight the characteristics of the brand for the target consumers, in order to make consumers feel and experience the brand characteristics in the activities, so that the brand is really engraved in the heart, which is an effective way to enhance brand awareness.

(B) strengthen the perceived quality of the product, consolidate the brand foundation

The perceived quality of the brand that is the quality of awareness refers to the consumer according to a specific purpose, compared with other brands, the overall quality of the product or service, or the degree of superiority of the perception of the situation. It can be said to be the subjective perception of a brand product quality. If the perceived quality of a brand product can not meet the basic requirements of consumers, it is impossible to produce a premium, not to mention the brand extension, will naturally be abandoned by the market. Therefore, the perceived quality of the brand is the foundation of the brand's life, only the brand whose product quality reaches a certain level is qualified to participate in the market competition. And the higher the perceived quality, the stronger the brand competitiveness. Research shows that brand perception quality is not only a kind of sustainable competitive advantage, but also directly affects the market position. Strong brands in the market not only have distinctive products, but also have persistent good quality.

Perceived quality is not only the basis of brand existence, but also affects business results. Specifically, the higher the perceptual quality of the brand, the more it can cause the purchase, the higher the market share, because consumers find enough reasons for themselves. Goods with high perceptual quality can be sold at higher prices to increase profits, because brands with high perceptual quality are not only favored by consumers, but also distributors are willing to distribute these goods, which reduces marketing costs and generates more premiums.

The study concluded that the main factors affecting the perception of quality are product quality factors including performance, features, reliability, durability and applicability, and service quality factors including tangibility, service capability, responsiveness and the ability to provide customers with personalized service. These are important elements of the enterprise to enhance the perception of quality.

It should be noted that the actual quality of the product is the basis of the perceived quality, but the two are sometimes not consistent. This is because the consumer's judgment or requirements for quality, and the brand operator's perception is often a gap. The more a brand can appropriately meet consumers' requirements for quality, the higher its perceived quality. Therefore, in brand management, in order to improve the consumers' brand perceived quality, the key is to find the consumers' judgment standard of brand perceived quality, or the consumers' requirements on product quality, and then improve it according to the consumers' judgment standard, and the consumers will feel satisfied after using the brand products. On this basis, and then through the development of appropriate product prices, the design of effective sales channels and the establishment of a sincere commitment to service and other marketing means, to further establish a high-quality brand image.

(C) to strengthen brand association, the formation of brand psychological advantage

Brand association refers to all the things that consumers can associate with the brand name, and the formation of a meaningful brand image. Brand association mainly includes functional benefit association, emotional benefit association and experience benefit association. It can be seen that it is the key to create brand psychological advantage, but also the brand can influence the internal mechanism of consumers. For example, people will think of the fungicidal function when they think of "Soothing Skin", and they will think of the cordial and friendly service and standardized fast food when they think of "McDonald's". Therefore, positive, affirmative, unique brand associations can create a psychological advantage for the brand's competition.

Specifically, with the help of brand associations, help brand awareness, and then make a brand different from competing brands, to differentiate themselves and open up a niche market, to avoid direct competition with similar product brands. Some years ago, Kodak film brand associations are: the elderly, children's realistic expression, amusing action, etc., with the help of these associations, Kodak will be located in the family market, while Fuji film is through the selection of the most popular youth idol characters (such as South Korea's first female celebrity Kim Hee-sun, Hong Kong film, television and song star Aaron Kwok, etc.) to do the advertisement spokesman, the formation of the Fuji film and the youth associations, so as to be located in the youth market. The brand association can also provide consumers with an opportunity to learn more about Fujifilm and its products. Brand associations can also provide consumers with reasons to buy. The association of Colgate toothpaste with the product characteristic of "preventing dental caries" is the key for consumers to buy Colgate. On top of that, brand associations can help foster positive, affirmative brand attitudes. In particular, some brand associations can give a brand personality, charisma, life, and so on. Recent research also shows that brand association is the psychological basis for brand extension, because brand association can organically link the brand name with new products, thus prompting consumers to buy brand extension products, thus laying the foundation for extension.

A brand with different associations, its market position, competitive advantage is different. Marketing practice shows that only those with competing brands have differences, and can cause consumers to **** song of the association, can be a competitive advantage of the brand. It is also the brand association of differentiation makes a brand based on the market. Failure of the brand is often due to its lack of differentiation and lost momentum. Those brand associations related to the interests of consumers is the charm of a strong brand.

(D) maintain brand loyalty, sustainable brand equity value-added

Brand loyalty refers to the consumer's satisfaction with the brand, love and faith. It is the core of brand marketing, is a measure of customer trust and dependence on the brand of the standard. Brand loyalty mainly has cognitive loyalty, emotional loyalty and behavioral or intentional loyalty. Brand equity management focuses more on the loyalty in consumer behavior, that is, the customer of the brand product for a long period of repeated purchases, especially in the face of the temptation of competing brands in terms of price and other aspects, but also willing, happy to buy and pay a higher price for the brand.

Nowadays, marketing and financial management of the brand as an important part of the enterprise's assets, this asset actually comes from the consumer brand loyalty. Without consumer loyalty, brand equity becomes meaningless, so brand loyalty is the core of brand equity. Marketing shows that brand loyalists usually only account for about 20% of all buyers, but their purchases are often as high as 80% of the total sales, every 5% reduction in customer turnover, will be able to increase profits by 25% to 85%. Brand loyalists can reduce marketing costs because it is much less expensive to maintain a loyal consumer than to attract a new one. In terms of sales channels, brand loyal consumers generate transaction power, while helping to attract new consumers, reduce competitive pressure and gain competitive time. This is because brand loyalists do not seek out new brands or switch brands due to the advantages of a new brand.

It can be said that the more loyal consumers are to a brand, and the more loyal consumers a brand has, the greater the value of the brand. Therefore, the goal of brand loyalty marketing is to continuously improve the degree of consumer loyalty, in maintaining the existing loyal consumers at the same time, continue to attract new consumers, in order to continue to expand the loyal customer base.

It should be pointed out that brand equity is not inherent, but through the various dimensions of brand equity and communication strategy implementation, in order to continuously increase its value. At the same time in the brand marketing should also be combined with product price, sales channels, advertising (advertising spokesman), promotional activities and other marketing strategies, in order to better achieve marketing objectives. Therefore, brand equity management and creating a name brand strategy in the 21st century is about determining what kind of structural elements of brand equity to develop and how to make these brand elements closely associated with consumers. Remember: this is the real competitive advantage of the future brand name in the market, but also the value of brand equity.

The value of fruit tree cultivation in which aspects

Fruit trees are able to produce edible fruit or seeds, etc. perennial plants in general. The purpose of cultivating fruit trees: early fruit, good yield, stable yield.

What are some of the ways to evaluate the value of a business?

1, the enterprise's statements: balance sheet reflects the book value of assets, the income statement reflects the operation of the enterprise, which is the basis for evaluating the value of the enterprise, of course, at the same time, we must also take into account the credibility of the statement

2, the actual situation of the actual assets that can be seen in order to assess their book value compared to the value of the value of the value of the value of the value of the value of the value of the value of the value of the value of the value of the value of the value of the value of the value of the value of the value of the assets

3, intangible assets: In addition to the financial accounting Intangible assets: In addition to the intangible assets recorded in the financial accounts, we should also consider some of the qualifications and licenses of the enterprise, the status of the industry, the value of the brand, etc.

4. The state of the industry in which the enterprise is located, the status of the enterprise in the industry, and the foreseeable future operation of the enterprise, etc.

31. What are the factors affecting the climate

The main factors affecting the climate are:

Latitude and longitude location. Typically, precipitation is highest at the equator and lowest near the poles. Near the Tropic of Cancer, there is more precipitation on the east coast of the continent and less on the west coast.

Land and Sea Distribution. Temperate zones with more precipitation along the coast and less inland.

Topography. Typically, mountains have more precipitation on windward slopes and less on leeward slopes.

Currents. Warm currents play a role in warming and humidifying the climate of coastal areas. For example, the formation of the oceanic climate of Western Europe, directly due to the warm and humid North Atlantic warm current. Cold currents play a role in cooling and reducing humidity in the climate of coastal areas. Such as the west coast of the continent of the cold current (southern hemisphere) on the west coast of Australia, Peru, the Pacific coast of the formation of desert environments, play a role.

Human activity. By changing the ground conditions, affect the local climate. For example, artificial forestation can make the local climate improved, and arbitrary deforestation can make the local climate worse. In addition, human activities can also form the heat island effect. Global warming is caused by human activities.

What is the value of a commodity? And what is the amount of value of a commodity related to?

① unit of commodity value and socially necessary labor time is directly proportional to the social labor productivity is inversely proportional;

② unit of commodity value and individual labor time, individual labor productivity is not relevant;

③ total value of commodities and individual labor time is inversely proportional to individual labor productivity is directly proportional to the total value of commodities and individual labor productivity is inversely proportional to the individual labor time, and individual labor productivity is directly proportional to the individual labor time, and the value of commodities is not related to the total value of commodities and socially necessary labor time, and social labor productivity is not relevant. The total value of commodities is independent of socially necessary labor time and social labor productivity.

Note: the total value of goods = the number of goods * unit of value of goods.

What are the factors that affect the tolerance of plastic products

( 1) factors directly related to the mold

The form or basic structure of the mold, such as convex-concave mold matching method, the location of the parting surface side core (sliding core) structure, etc.; mold parts of the manufacturing accuracy; mold wear or deformation. Among them, the manufacturing accuracy of the mold is the most important factor.

( 2 ) Plastic-related factors

The type or grade of plastic, the molecular weight distribution of thermoplastic plastic or thermosetting plastic curing properties determined by the ability to flow, the nature of the filler and the anisotropy due to the orientation of the polymer or filler, etc., and their combined effect is reflected in the molded material shrinkage differences and fluctuations.

(3) Factors related to molding process

Temperature (barrel temperature, nozzle temperature, mold temperature), pressure (holding pressure, injection pressure), time (injection time, cooling time, molding cycle). Due to the performance of the machine itself and the level of the operator, the process parameters often fluctuate, resulting in differences and variations in the shrinkage rate of the material, which affects the dimensional accuracy.

( 4 ) After the molding of the parts of the aging changes

The temperature and humidity of the environment, the degree of crystallization of molecules and filler orientation is different, after the molding of the molded products will produce expansion and post-shrinkage.

( 5) other factors

such as the shape of the plastic parts, wall thickness, mold design and manufacturing and molding process selection, gauge precision, measuring force, measuring environment and measuring personnel reading habits, etc., can affect the dimensional accuracy of the products.

How to recognize the value of a piece of Hetian jade raw stone, from which several aspects

First of all, to know the origin of this Hetian, is the Xinjiang material or Russian material, Korean material or Qinghai material, etc., which is the Xinjiang Hetian for the best quality. Secondly, a piece of Hetian jade good or bad to distinguish between the mountain tendons or seeds, mountain material to pay attention to the texture, seed water, color, wetness oil, defects, etc., seeds to see whether the original skin is fine, flesh thickness, wetness, defects, etc.. Finally also have to say carving, is the machine carving or half handmade or full handmade, full handmade is not a master carving. These have a direct impact on the price of high and low and collection level

Which are the factors that affect the shrinkage of plastic parts?

Plastic varieties, molding pressure, melt temperature, mold temperature and so on.

What are the factors that affect the water supply rating?

Labor costs, material costs, machinery costs

How to estimate the value of gold

The grade of the mine, reserves to determine