Identification of the Factors Affecting Brand Equity Building in the New Product Development Stage: Conjoint Analysis and ANOVA Perspective

The purpose of this research is to explore the impact of product concept, brand name, and the ”country of origin” on brand equity building from the perspective of new product development. Three studies were conducted using decompositional (conjoint analysis) and compositional models (ANOVA) respectively. Research findings revealed that all of the three factors have a significant impact upon brand equity building in the new product development stage. However, the conjoint analysis measurement results between scoring (premium price) and sequence preference demonstrate some differences on the importance of brand name vs. country of origin attributes. The effectiveness of a suggestive brand name may have an impact upon recall or association, but may not have influence on brand equity building. Conversely, the brand equity dilution effect does result from a non-suggestive brand name.