Build differentiation competition dynamic value model and redefine brand equity

Brand equity is the reflection of market value. Its evaluation and management are based on cognitive status and also depend on managers´ comprehensive management ability. Competition in the market is also increasingly trending from homogeneity to competition in differential systems. In this paper, after summarizing the previous papers on brand equity, we propose and set up dynamic value model based on competition in differential systems. This model can extend the process of brand equity to the entire circulation field, and expound the evaluation of brand equity values from quantity measurement to qualitative analysis dimension definition process. Also, it discusses the recessive dynamic drives role that learning, innovation and management control ability can play in the process. By analysing the brand assets formation mechanism of accumulation, we put forward some reasonable brand assets evaluation and management policy suggestions.