Study on Brand Competitiveness Evaluation Model Based on Consumer's Cognition: A Case Analysis

Brand building has become the key to development of enterprises under the situation of products becoming more and more homogeneity. Brand competitiveness research is an important field of brand building. In brand competitiveness research, most scholars tend to stand in the perspective of enterprise or government, while less involves that of consumers. We establish the evaluation model of brand competitiveness from perspective of consumer's cognition to construct formative factors of brand competitiveness. After taking Yunnan Baiyao group as an example, we conclude that Yunnan Baiyao group brand competitiveness is mainly consisted of four aspects: strong brand, differential positioning, product innovation and brand extension. After brand competitiveness evaluation of Yunnan Baiyao group, we point out several problems exciting in brand building and give some countermeasures such as set up quality assurance system and strengthen the management of product quality, intensify innovation and explore new markets, standardize the matching degree analysis of extension brand and core brand, adopt attractive advertising creative and integrate brand communication and enter international market and promote enterprise' international brand image.