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Research on Brand Equity Reconstruction in Digital Transformation

Author(s)

Zixuan Gao*

Affiliation(s)

Baise University, Baise, Guangxi, China *Corresponding Author

Abstract

This paper aims to explore the reconstruction mechanisms and evolutionary pathways of brand equity under the background of digital transformation. Employing a theoretical analysis approach, it systematically reviews classical theories of brand equity and relevant literature on digital transformation, thereby constructing a theoretical framework of how digital transformation influences brand equity. The findings suggest that digital transformation reshapes the core elements of brand equity—including brand awareness, perceived quality, brand associations, and brand loyalty—through driving forces such as technological empowerment, changes in consumer behavior, and corporate strategic adjustments. Moreover, it propels brand equity from static accumulation toward dynamic iterative evolution. The study further proposes a four-stage evolutionary pathway for brand equity: digital empowerment, value co-creation, ecosystem construction, and dynamic iteration. The conclusion indicates that digital transformation not only changes the formation logic of brand equity but also provides theoretical foundations and practical guidance for firms’ brand strategies in the digital economy.

Keywords

Digital Transformation; Brand Equity; Reconstruction; Evolutionary Pathway; Theoretical Framework

References

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