Bank Brand Equity, Brand Image And Corporate Clients Between Willingness Relationship

With the further development of economic globalization, the competition in thefinancial market has become increasingly fierce. Only to meet the needs of customers, inorder to improve customer satisfaction, and to establish a good brand image. So that it canconsolidate the existing brand assets. This is the relentless pursuit of the goal of a modernenterprise. The Customer Satisfaction becoming important criterion to measure the qualityof corporate services and has been widespread concern in the industry. For enterprises inthe fierce competition in the market in order to win the trust of customers, in the contextof high degree of homogeneity of financial products, need to create a distinctive brandimage. And it has become an important means for companies to attract customers andimprove customer satisfaction.The first part of this article, a brief analysis related research background, purpose,and significance of research content, ideas method. The second part is the literature reviewsection discusses the theoretical research on brand image, and then described the BankBrand Image Study; brand equity theory analysis, analysis of the connotation of the brandequity, and constitute further elaborated characteristics as well as the value of the brandassets; combined with the brand image, discusses the enterprise customer satisfaction. Weanalyze the brand value of the assets based on the customer factors. The third part is theempirical analysis, combined with the Standard Chartered Bank’s development strategy,how to build a brand image and build brand assets. We do the analysis of our businessphilosophy, mode of operation, product innovation research. The development of China’sbanking industry, which has an important role in the revelation. Part IV, analysis anddiscussion of the results of the study focused on the creation and accumulation of brandequity, brand equity and image maintenance, improve depth analysis. The fifth parts of thefull text of the study concluded propose strategies and recommendations to enhance thebrand image of the local banks. And study Looking analysis. Through this research, thedevelopment of China’s banking industry has played a certain role in enlightening, topromote the development of China’s financial industry.