Brand Image Transfer Mode Research Mode Research

With the rapid development of services, brand becomes more and more important for enterprises. The brand’s image determines the customer’s choice and affects the development of enterprises. Chinese banks face a great challenges in the few years, so the banks start to focus on brand building to gain more superiority. Banks managed brand from the bank’s internal staff to external service to build a strong banking mainstream brands. Then customers may understand the brand image and support it.This paper attempts to study how banks transfer their brand images to the customers. In order to study this topic, we can analysis it from two sides, the internal branding and the external branding. The study of the internal branding is divided into staff level and organizational level. I analyzed the factors that affect the internal branding and external branding to study the brand images’transfer mode.This article is based on a case studies of HSBC to find out how the HSBC delivery its brand to customers with a professional and responsibility image. By analyzing the literature review and case, I try to provide Chinese banks some advice, and make a conclusion that smooth transfer of brand images need both internal branding and external branding.