Abstract: From the perspective of purchaser, this paper constructs the relationship model of supplier′s market-based asset and industrial brand value based on asset to empirically analyze the data from 198 purchasers, findings that supplier′s customer asset not only directly positively impacts industrial brand value, but also improves industrial brand value through mediating effect of brand relevance ;innovation asset affects industrial brand value through brand relevance, the moderating effect of product importance on relationship between customer asset and brand relevance is not significant, while it can strengthen the positive effect of innovation asset on brand relevance. This paper hopes to provide reference for supplier to select and configure market-based asset and improve industrial brand value.

Key words: customer asset, innovation asset, brand relevance, industrial brand value, product importance