A Study On Service Brand Image

As service shows more experiencing or trusting characteristics, the brand, especially the strong brand is very important to service organizations. It becomes a commitment of service organizations to consumers. In addition, it can reduce consumers' purchasing risks and increase their confidence. As research on the service brand in China is relatively backward, Chinese service organizations not only need urgent strengthening of brand awareness, but also need theory to guide the brand building in practice. This study focuses on the consumers' experience of organization's service. Based on this, it tries to find the way of building service brand image to guide Chinese service organizations' practice of brand building.Based on theories of brand, service marketing and service management, this thesis elucidates problems involving the image-building of service brand through the comparison of service and products brand-building. The main contents are as follows: the introduction of related concepts about service, brand and service brand; the definition of the concept of branded service; the definition and analysis of the composition of brand- added value ; the discussion of the distinction and connection of service brand and products brand; the elucidation of the component and forming mechanism of service brand image; the clarification of the view that service brand takes the service delivery process as its carrier, and all factors provided by service organizations, such as the service, service process, service encounter in the service delivery, direct service providers (contact personnel), service setting and the physical evidence, make up the image and connotation of service brand.Analysis of DAOZHEN EDUCATION'S brand image-building process shows the building of its good image depends on two factors. Firstly, a prominent team of teachers who gain the students and their parents' love and trust. Secondly, a teaching method of "scene- association-interaction" based on appreciation. The students not only learn English but also get wonderful experience.With these issues above, we could clearly know the basic characteristics and laws of service brand-building. In this paper, we make some useful explorations: (1) We clearly define the concept of brand service (with distinction of general service), and state the elements of brand service by comparing service and products. (2)On the basis of the definition of brand added-value, we clarify its composition. (3)We expound the view that the core of the problem of service brand-building is the service delivery process and the contact personnel.Based on Chinese service industry, this research aims to find the fundamental features and general rules of the image-building of service brand. It does not come into exploration for the differences of brand-building in every kinds of service industry. Besides, this article only gives the descriptive analysis of the service brand, and it does not verify the brand image-building of DAOZHEN EDUCATION. That is to say, it does not definitude the connection between the brand name and the associations initiated by DAOZHEN EDUCATION.Along with the constant development of Chinese service trade, people should attach more importance into the research of service industry and of service operation. The study of service brand will become a very important research subject. People will focus on the brand-building in different -specific services industry, and try to identify the key factors in brand-building through quantitative analysis.