Brand equity is an important asset of an enterprise. It is an effective means of saving the cost of marketing activities of an enterprise. It is also a source of increasing the premium of an enterprise's products and a magic weapon to gain a competitive advantage in the market. Improving the value of brand equity can promote the value overflow of brand reputation, promote the expansion of brand equity, and establish effective barriers to prevent competitors from entering. So, how to improve the equity value of the brand? Specifically, we can start from the following aspects:

1. Improve the differentiated value of brand assets

The value of brand assets is mainly reflected in differentiated competitive advantages. This advantage can be manifested in the differences in working performance, durability, reliability, convenience, etc. brought about by the quality, performance, specifications, packaging, design, style, etc. of the product; it can also be manifested in the added value of the brand brought by the service , such as the rapid response of service, the accuracy of service technology, the comprehensiveness of service, and the affinity of service personnel; third, it can also be reflected in shaping brand association and personality. Brand association can affect customers' purchasing psychology, attitude and purchasing motivation. Therefore, a brand can enhance customers' perceived value, which in turn can also promote the improvement of brand value.

2. Take the road of extending and enhancing brand assets through rational brand extension and expansion

Using brand (especially famous brand) assets to implement mergers and cooperation is an important way of capital operation, and it is also an important way for enterprises to It is an effective means to achieve economies of scale, realize low-cost expansion, improve the efficiency of corporate resource allocation, and enhance the value of brand assets. Because the ultimate goal of creating a strong brand is to continue to obtain better sales and profits, and the reuse of intangible assets is cost-free. As long as you have a scientific attitude and extraordinary wisdom to plan the brand extension strategy, you can pass it. Rational brand extension and expansion make full use of the intangible asset of brand resources to achieve leap-forward development of the enterprise. However, brand expansion strategies such as company mergers and acquisitions are a business with considerable risks. In order to effectively promote the growth of company performance and increase the value of brand equity after mergers and acquisitions, strategies must be carefully formulated. When determining company mergers and acquisitions, the following factors should be considered:

(1) Self-assessment of the company itself and assessment of the target company.

(2) Feasibility analysis of the merger and acquisition itself.

(3) When using brands for cooperative operations, both parties should complement each other's advantages.

(4) Cooperation should be conducive to extending the brand series.

3. Enhance brand equity value through brand narrative

Looking at the international and domestic markets, those brands with a good reputation and good performance in the industry market must have complete brand elements and The perfect brand to leave a great impression and lasting memories. Brand narrative connects consumers and brands in the form of existential ties. It is the foundation and source of brand power. Brand narrative plays a crucial role in deepening consumers' understanding and recognition of the brand. Specifically, it is mainly reflected in the following aspects:

(1) Perfectly embody the core value concept of the brand

The core value concept of the brand is the foundation of the benefits that the brand brings to consumers. Brand narrative is to convey it to the target audience through visual and popular language and form. Different industries or even different brands in the same industry have completely different core values ??due to their different business methods and pursuit of goals.

(2) Enhance emotional communication and spiritual resonance with consumers

Brand narrative eliminates the target audience’s doubts about the brand through eloquent and vivid story telling. The sense of strangeness and alienation can enhance the emotional communication with the target audience, thereby realizing the spiritual resonance between the brand and the target audience.

(3) Image cleverly conveys brand information

Another obvious role of brand narrative is to convey brand-related information through communication channels. Brand narrative is more of a beautifully packaged visual form that appeals to people's visual senses to convey brand information such as brand background, brand value concepts, and product benefit points (USP), making people Appreciate and ponder, accept the information provided by the brand subtly, and enhance the target audience's recognition and recognition of the brand.

4. Enhance the value of brand assets by strengthening internal management of the enterprise

Fundamentally speaking, to enhance the value of brand assets, it is mainly necessary to tap the potential from within the enterprise. After all, the external environment is not It is easy to change, and the company's own resources are relatively controllable. Then, from an internal perspective of the enterprise, we can start from the following aspects to enhance the value of brand equity:

(1) We must effectively change the concept and truly establish brand awareness. Keynes said that concept can change history. traces. So, for a company, concepts can change the fate of the company. In reality, many companies shout about their brands very loudly, but when it comes to investment in building brand equity, they always think that it is just an expense, not a long-term investment, and do not truly understand the long-term significance of building brand equity from the bottom of their hearts. , therefore, it is particularly urgent to change the concept.

(2) The improvement of brand asset value requires long-term and continuous investment. We know that the role of brand equity is to bring future excess returns to the assets invested by the company, and current investment is the basis for obtaining future returns. The future development trend of enterprises shows that enterprises build intangible assets by consuming tangible assets. Enterprise assets, especially core assets, are becoming increasingly intangible. Intangible assets, especially brand assets, have gradually become the main body of enterprise value. Therefore, to establish and enhance the value of brand equity, we should have a long-term vision and plan. We should not just focus on immediate interests, but should be willing to invest human, material and financial resources.

(3) Enhance brand equity value through personalized positioning. The establishment of a brand must have a clear positioning and combine its own advantages to create a brand personality. Intense market competition has led to increasingly serious product homogeneity. Therefore, the distinctive personality of a brand is particularly important. This can be achieved in different ways: such as technological leadership, product differentiation, market specialization, etc.