品牌资产对企业的运营与发展产生着重要影响。在国内婴幼儿配方奶粉市场竞争日趋激烈的背景下，品牌资产可以提升消费者对企业及产品的认可度、忠诚度，帮助企业在竞争激烈的市场环境中增强差异性、彰显竞争优势。

本文以丹麦阿尔乐公司“宝贝与我”奶粉品牌作为研究对象，通过系统回顾国内外品牌资产理论及品牌资产评估模型，利用文献法、访谈法、市场调研、问卷调查等研究方法，对“宝贝与我”及其主要竞品进行分析，运用BAV（Brand Asset Valuator）模型开展探究，聚焦产品品牌的差异化展现、关联程度、尊重展现、认知水平四个方面，评估“宝贝与我”品牌资产，诊断品牌地位，规划品牌管理及提升路径。通过对品牌资产与消费者态度之间相关关联关系的探索分析，针对性提出优化品牌资产，提升其品牌影响力的方案。

Brand equity has an important impact on the management and development of enterprises. In the context of the increasingly fierce competition in the domestic infant formula market, brand equity can enhance consumers’ awareness and loyalty to enterprises and their products, and help enterprises enhance their differences and highlight their competitive advantages in the highly competitive market environment. This paper takes “Baby & Me” milk powder brand of Denmark Arla Food as the research object, systematically reviews domestic and foreign brand equity theories and brand equity evaluation models, and analyzes “Baby & Me” and its main competitive products by using literature, interview, market research, questionnaire and other research methods. BAV (Brand Asset Valuator) model evaluates the brand equity of “Baby & Me” from the four basic dimensions of brand difference, relevance, reputation and recognition, diagnoses brand positioning, and plans brand management and promotion paths. In addition, through the study of the relationship between brand equity and consumer attitude, the linear equation of the influence of brand strength and brand height on the brand attitude of “baby and me” is established. Finally, put forward the targeted brand equity enhancement program.