Research On The Core Brand Association Factors And Their Relations Of Service Brand

Nowadays,service industry has become the important driving force of national economic development.However,service enterprises in China are still poor in brand building,brand communication and brand equity promotion,which demand the guidance of brand theories urgently.Classical theories of brand association are lack of discussion that there are some differences between service brand and product brand.What are the core brand association factors of service brand?Are related research achievements abroad suitable for service brand in China?What are the relations between Service brand and core brand association factors?Based on the above issues,this essay tests the universality of Grace's model,taking domestic express industry as an example.And this essay tries to study the core brand association factors and their relations of service brand,comprehensively using free association,brand concept map,questionnaires and interviews.Finally,the research gets following results.Grace's model:it's partly suitable for the service brand in China.Core service,experience with brand,servicescape,employees and image of user are proven to be core association factors of service brand,except word of mouth.In addition,the price and competitive brand are also important factors of service brand association,which need further verification by follow-up researches.The relations of core association of service brand:service brand has resonance with core service and employees;besides,the factor of experience with brand has interconnectivity with core service and employees.Commen association and unique association:the commen associations between express brand and its category are mainly about employees and servicescape;the commen associations between deffirent express brands are mainly about brand category and employees.Unique association of express brand can reflect the effect of brand building in some degree.The source of core association of service brand:compared with advertising and word of mouth,consumers have more core associations of service brand from the direct experiences.