Brand Equity Management Based on Ability

Abstract

The existing literatures on brand equity are from the consumer perspective. This paper describes a more complete research framework of brand equity that is built based on not only the consumer but also the ability. This paper proposes a concept that brand equity is a function of the levels of consumer-based brand equity and ability-based brand equity. Ability-based brand equity is the comprehensive effects of four factors including innovation ability, learning ability, controlling ability and brand culture cultivating ability that determine the evolution direction of consumer-based brand equity. This paper also put forward a CBBE-ABBE matrix for analyzing the growth mechanics of brand equity as well as the developing path of a brand