Creating cultural brand equity from the perspective of consumer cognition – a case study of Chinese animation brands

With the rapid development of China’s cultural innovation industry, enhancing brand equity and increasing brand value has become the only way for enterprises to achieve leapfrog development. Taking Chinese animation brand equity as an example, this paper constructs a brand equity driven model from the perspective of consumer cognition. Firstly, based on the brand resonance model, the theoretical model of animation brand equity is established. And then from the mass of product reviews, the focus of consumers on the brand is mined to form the latitude of brand equity. Finally, the theoretical model of brand equity is tested based on the Chinese consumer questionnaire data and structural equation model. This study provides a reference for the construction of Chinese animation brand equity, and also provides a new idea for the establishment of cultural brand equity management.