关键词: 品牌权益, 品牌知晓度, 品牌联想度, 质量认知, 品牌忠诚度

Abstract: The brand equity starts from consumers' brand awareness, association and perceived quality to a certain brand. And then, consumers get the utilities of the products, in the course of which, brand loyalty emerges consciously. After that, it is passed to companies to form brand equity, and, accordingly, companies make profits. In the formation of brand equity, four sections interacting on each other are necessary, which, from the perspectives of cognitive psychology, can be divided into two steps. The first is the percept to products and the second the percept to brand equity. Effective marketing strategies must promote brand equity and comply with the requirements of the percept to products.

Key words: brand awareness, brand association, perceived quality, brand loyalty, Key words： brand equity