Service Brand Studies And Telecom Operator's Service Branding Review

Service industry develops tremendously with fierce competition, which requires service brand's construction as a major competitive countermeasure. This thesis introduces service brand's shaping, intention and extension. Based on that, this paper presents international & domestic theory studies status about service brand. Western scholars differentiate "Product Brand" and "Service Brand" , to make study achievements from consumer external perspective & company internal perspective and initiate related models. Domestic studies both from theoretical and industrial field supplement service brand development.Besides "Enterprise Brand" and "Product Brand" , telecom operators emphasize on "Service Brand" more and more. These operators develop service market and adopt various service methodologies, techniques and steps to win the market. And further, both from consumer external perspective & company internal perspective, the paper comments on China Telecom operator's service brand construction status and rooms to improve, by applying theoretical methodology to practices and interactive comparison among the big-4 Telecom operations.