Research of First Mover Advantage of Innovational Brand Equity

This paper uses case analysis, literature search, and normative analysis to conduct the research. The paper firstly analyzed case of Bayer Aspirin, Based on this case analyze, And put forward first mover advantage is the important factor for development of different innovational brand equity. On this basis, It is considered that consumer switching cost, preemptive market entry and preemptive patenting are key factors to build innovation brand equity, and the preemptive market entry and preemptive patenting are key factors to first mover advantage of innovational brand equity. Then the paper thoroughly and systematically research the mechanism of each key influencing factors on first mover advantage of innovational brand equity. At last, This paper draw a conclusion that the innovation brand should make use of advantage of technology and consumers are in general risk averse psychology, adopt preemptive market entry, thus the innovational brand equity can be established easily, it also can make innovational corporation obtain competition advantage in the market.