Based on the comprehensive experience of previous people, David Icke refined the "five-star" conceptual model of brand equity in 1991, that is, brand equity is composed of brand awareness, brand recognition, and brand association. It consists of five parts: degree, brand loyalty and other brand assets:

(1) Brand awareness. Brand awareness refers to the extent to which consumers remember a brand. Brand awareness can be divided into four stages: no awareness, prompted awareness, unprompted awareness and top awareness. Generally speaking, when a new product is launched on the market, it is not well-known in the minds of consumers; if after a period of advertising and other communication, the brand has a vague impression in the minds of some consumers, and they can remember it after being prompted. The brand has reached the prompting awareness stage; in the next stage, if the brand can actively remember the brand without prompting, it has reached the unprompted visibility stage; when the brand grows into a strong brand, it is the "leader" in the market. ” position, consumers will be the first to blurt out the brand or the first to mention the brand when making a purchase. At this time, the best state of brand awareness has been reached, that is, it has reached the top awareness stage.

(2) Brand awareness. Brand awareness refers to consumers' overall impression of the quality of a certain brand. Its connotation includes function, characteristics, reliability, durability, service, utility evaluation, product quality and appearance.

(3) Brand association. Brand association refers to all associations generated through the brand, which is a personified description of product features, consumer interests, usage occasions, place of origin, people, personality, etc. It is the result of unique selling proposition communication and brand positioning communication. It provides a reason to buy and a basis for brand extension.

(4) Brand loyalty. Brand loyalty is a biased (rather than random) behavioral response to a certain brand that is shown many times in purchasing decisions. It is also a consumer's psychological decision-making and evaluation process for a certain brand. Brand loyalty is the core of brand equity.

(5) Other brand assets. Other brand assets refer to the intellectual property rights such as trademarks and patents of the brand, how to protect these intellectual property rights, how to prevent counterfeit products, and what resources the brand manufacturer has that can bring economic benefits, such as customer resources, management systems, corporate culture, and corporate image etc.