Brand equity refers to the brand value and popularity of an enterprise in the market competition. It is a market advantage accumulated by an enterprise in the process of operation and difficult to replicate, so it has important commercial value. The composition of brand assets mainly includes the following aspects:

1. Brand name: The brand name created by an enterprise is the core of brand assets, which can reflect the characteristics and personality of products or services.

2. Trademarks: Trademarks are an important part of brand assets and a symbol of independent rights and brand image owned by enterprises in market competition.

3. brand image: brand image refers to the brand culture, brand reputation and brand-related image symbols created by enterprises, which can improve consumers' awareness and value feeling of the brand through advertising and public relations activities.

4. brand loyalty: brand loyalty refers to the degree of consumers' preference and long-term recognition of a brand, and it is one of the important measures of brand assets.

5. brand reputation: brand reputation is the reputation and trust gained by enterprises in market competition, and it is also the trust and recognition of consumers on brand quality and service.

to sum up, brand equity is an important market advantage for enterprises in market competition, which mainly includes brand name, trademark, brand image, brand loyalty and brand reputation. Enterprises should pay attention to the management and promotion of brand assets in order to establish a stronger brand influence.