About Power Source of the Brand Equity and the Brand Value——The Analysis Based On The Consumer

The author believes that only with the accumulation of brand equity and the brand value can the enterprises realize the sustainable development. While the real power source of brand equity and the brand value is the consumer. Specifically speaking, it is influenced by the consumers' conscious of brand, brand image and brand association. If the brand approved by the consumers, and if it can be chose by the consumers will be determined by the consumers' conscious of brand, brand image and brand association.