The Research of influence on the Positioning and Extention of Brand Benefits by Emotional Value at the Age of Economic Crisis

The positioning of brand benefit is the traditional compulsory subject of entering market. This paper, breaking through and extending the traditional positioning thought, combining present market characteristics, enclosing emotion value, discuss the emotion of the decision motive, brand, function and service which are emerged in the course of positioning of brand benefit by using factor analysis and SEM model. Empirical research results show that emotion value which needs to be taken into consideration has positive relationship with the brand benefit strongly.