A study on the synthtic fuzzy evaluation method of brand equity

作者:Huang Jiatao
来源:8th West Lake International Conference on Small and Medium Business, China,Zhejiang,Hangzhou, 2006-10-15 to 2006-10-17.

摘要

Brand equity has been one of the critical areas for marketing management since it emerged. Brand equity is widely acknowledged as an index system of measuring the effectiveness of branding strategies. However, little systematic research has been done to develop model to evaluate brand equity. This study adopts the theory of fuzzy mathematics and analytic hierarchy process (AHP) to propose a fuzzy evaluation model of brand equity from a customer perspective, and also gives a numerical illustrative example to test and verify this model. The proposed model can evaluate both individual factor and integrated brand equity, which can illustrate brand market status and provide a real guide for organizations to manage marketing resource to enhance brand equity.