Modeling the Utility-based Brand Equity and Application

Brand equity is the most important part of the brand theory.Based on the existing research findings,the paper aims to probe the value resources of the brand equity from the perspective of brand utilities to understand how to create brand equity.Thus,the utility-based model of the brand equity is proposed and the internal relations of the brand identity system,the perceptive utility space and brand behaviors and brand competitive superiorities are studied.Also,the approaches to building,growing,maintaining and utilizing of brand equity are suggested.