关键词: 服装品牌 , 品牌价值 , 顾客 , 因子分析 , 中观视角

Abstract: Brand equity is one of the important indicators of brand strategy performance. China clothing market is a relatively fully open but also close to perfectly competitive market. Choosing representative brands of clothing industry as study objective and explore brand equity formation law of these brands can provide useful lessons to promote the healthy development and strategies for upgrading of China's apparel industry. This paper Choose apparel brands by method Delphi, finally select 153 apparel brands and make the evaluation objective representative of apparel industry, and use factor analysis and standard deviation method to construct the evaluation model of brand equity.

Key words: apparel brand , brand value , customer , factor analysis , consumers&prime, and experts&prime, perspectives