ADJUSTMENT OF CORPORATE DECISION-MAKING STRATEGIES WITH CONSIDERATION AND APPLICATION OF BRAND EQUITY

This paper aims to explore the concept of brand equity; whose intangible value can favor business by generating less spending on promotion as well as molding organizational image. The observed targets in studies derive from diversified industries, and those papers display diverse perspectives to brand equity dispersing from service, word-of-mouth (WOM), posts on social media, to communication; which identifies the key position and demonstrations of brand equity to different industries. The evaluation of advantages, profits, positive meanings, and corresponding strategies are scattered among those articles by tables, fig., and even statistical data; which manifests the linkage of market value as well as different strategies applied. Success cannot be duplicated but only the pattern, and brand equity is the best paradigm.