Research on Creation of Brand Equity of Garment Enterprises
|School||Zhejiang University of Technology|
|Course||Art of Design|
|Keywords||Brand equity Marketing activities Chinese traditional Values|
Lots of Chinese garment enterprises which rely on OEM faced unprecedented challenges because of the financial crisis. As Chinese export trade plummeted, many of these small and medium garment enterprises were in trouble. The biggest problem is that their own brands of these companies were weak and insubstantial , so the best solution out of the woods for those companies is to build their own brands as soon as possible. Meanwhile, the establishment of the brand means the increasing of the brand equity. In terms of this paper the process of intangible assets of brands is studied. And under this background this study tries to focus on how to help building brand equity better and how to help developing the brand equity reasonably through adjusting the marketing activities.Theories of building brand equity are relatively mature in the West, and from them the Yoo’s Brand Equity Creation Process Model proposed more attentions on marketing actions and becomes more systematized than previous studies. Even though, this Model hasn’t been demonstrated in other countries beyond westerns. Accordingly, this study takes Jodoll company which is from Wenzhou, China as an example to find out the problems in the process of building its brand equity and analyzes the consequent of acceptance of this Model in Chinese company.As a participant in building brand equity of Jodoll, I deeply experienced the application of Yoo’s Model Theory in Jodoll’s company. This study begins with the introduction in the first Chapter and it confesses Jodoll’s concerns of enhancing four dimensions of brand equity and the relationship between them from the second Chapter. Moreover, the relationship between the brand equity construction with some Chinese traditional Values and those specific measures taken by Jodoll in its marketing process considering on the consumer behaviors is brought forward. And in its third Chapter this dissertation investigates 8 marketing activities designed to build brand equity of Jodoll: price, store image, distribution intensity, celebrity endorsement, event sponsorship, target marketing, media expenditures and frequency of promotions to get the practical effect of using Yoo’s Model Theory in the Chinese market. Another purpose of this study is to examine different upshot of some certain marketing practices taken by Jodoll on brand equity building in the Chinese clothing market, such as the outcome between price and non-price promotions. Specifically, I want to verify the relations between the selected marketing actions of Jodoll and four dimensions: perceived quality, brand loyalty, brand awareness, and brand association and also the relationship between those four dimensions themselves. In the last chapter of this paper, I propose the pros and cons of the brand equity building of Jodoll and give some suggestions to help. I conducted a questionnaire survey and made quite some individual interviews and visited Jodoll’s stores to get the clue of its construction of brand equity better. Sincerely, from the bottom of my heart, I hope this study of reviews and implications of Jodoll’s brand equity management can supply some reasonable and practical advice to the costume companies and help them to build up their brand equity in a fast and effective way.