Study On The Brand Value Of Exam

China’s training industry has been developing increasingly prosperous and the leading enterprise has already been among the top 40 brand-valued. Although the brand casts a great influence on the performance of an enterprise providing service for foreign study, there seems to be few studies on the brand value of such enterprises. To seek out the factors that determine the value of such brands, the Express to American Universities, an exemplary product in Beijing New Oriental School has been chosen for this study. In addition, profound interviews, sample survey and data analysis are the three key methods to be employed to find out the inherent factors that decides the value of such brands, the result of which will help the enterprise to intensify its brand value, to hold a favorable position in the industry. Moreover, the result will help other potential enterprises to judge the level of difficulty concerning the admission into this industry, to ensure the quality of the service and to maintain a sound relationship between the service provider and the customers.