Base On The Customer Satisfaction To Increase J Brand Loyalty

Brand is an invisible asset of the company. Branding is ability of brand which gives it to products and services. Since China joined World Trade Organization, there are various foreign brands coming into the Chinese market. Some of them have expanded their business extremely; their brand image was implanted into people’s brain via variety of media source and events. For example, German brand Volkswagen, Toyota from Japan, fast moving consumer goods Unilever and Coca-Cola from America etc. However, some brands have their special character and cannot be known by people via large quantity of advertisement, media, promotion event even its own products. For instance, products from manufacturing industry. Normally, customers have not clearly image for manufactory and their brand knowledge. Therefore a lot of companies use "Price War". But "Price War" is not long-term strategy. Though reducing price will bring immediate benefits to customers, it also reduces customer loyalty. When the competitor has lower price, then your customer will choose them. Because of customers think it is OK when the products can be used. After long time, there are only few brands can leave good image to customers.There are five main effect elements of brand. And the most important is client. The values of products is to create the values for customers. The import point to establish and manage the brand is to understand what are customers exactly needed. Customer unsatisfied is the basic reason of losing customers. Philip Kotler (1995) said,"Satisfaction refers to a person feeling status of a product by the perceived effect of the comparison with his expectations, the formation of pleasure or disappointment."This diploma through customer’s satisfaction questionnaire for qualitative and quantitative analysis, theory and method of combining way as well as regression analysis of J company’s customer satisfaction’s survey data, solve the problem and raise a brand loyalty for J company via how to develop customer satisfaction.