Research on the Construction of Brand Competitiveness Evaluation System of Pu’ er Tea

Brand competitiveness is an important sign to measure the degree of brand development, which is of great significance to the sustainable and healthy development of regional economy. By questionnaire survey, this study collected data on brand competitiveness. By using factor analysis, the brand competitiveness evaluation model of Pu’ er tea in Yunnan province was constructed. Experts were invited to score the index system at all levels, and weights at all levels were estimated by AHP. The results show that, the brand product power and brand display power had relatively great influence on improving the brand competitiveness of Pu’ er tea in Yunnan Province, while the influence of brand emotion power and brand connotation power was relatively low. In the index layer, the weight of nutritional taste and brand name was relatively high, while the weight of brand value and purchase channel was relatively low. Finally, from the perspective of brand competitiveness, countermeasures and suggestions were put forward to enhance the brand competitiveness of Pu’ er tea in Yunnan Province.