Survey on Brand Equity Models Research
Brand equity is a forward theory in brand research.To start with the concept of brand equity,this paper surveyed and made a clear thread of the latest research achievement in it.The paper mainly introduced the concept of brand equity,connotations and also systematically illustrated some famous models of it,such as Aaker model,Keller model,Biel model,Netemeyer model,Jinchao Yang model,Krishnan model and so on.Some simple reviews were also given on brand equity in the paper.