Services Enterprises To Create A Strong Brand Strategy

The dominant characteristic in the Post-industrial era is flourishing development of the service industry. But the whole service industry in China lags behind, which is the result of very few strong brands.Not only the good chance but also the stern challenge should every service enterprise meet. Customers purchase goods mainly according to brands, which is the good quality guarantee of the product or service. Only by building the strong brand to acquire customers, can service enterprises survive and develop in the fierce market competition. The famous service brands are much less than the famous product brands. It's obvious that the paper meet the current situations of the service brands at home and abroad.Researches on brands mainly deal with the manufacturing industry, but relatively fewer with the service industry. The paper views that as an integrated conception, there are both the same points and the respective emphasis between the product brand and the service brand. Some scholars have tried to study the strategies of branding based on the individual industries, and the paper aims to afford an integral theory framework for them.The paper summarized limited research on service branding, based on the theory of brands, directed by service marketing. It aims to conclude the strategies of building the strong brand in service enterprises.The paper maintains service brand equity as core, and constructs the integrated model of building the strong brand in service enterprises. Brand name awareness, brand association, brand loyalty constitute service brand equity, which are the only way of brand marketing to effect...