How to run a service brand-.docVIP

 PAGE \* MERGEFORMAT 8 How to run a service brand? One of the world’s development trend is the rapid rise of the service sector. Due to the improvement of living standards and income, increased leisure time, and product complexity deepens, there is a growing need of services. Service sector has become a force for many countries, the economic power, creating a large number of new employment opportunities, promoting international trade at the same time as the service industry, service industry is also growing. Increasing competition in the services market led many companies realize that having a strong service brand is the essential part of their competitive advantage. Unfortunately, the service lags behind the understanding of brand management in the service industry. Relative to the product in terms of brand management, services, brand management is still fairly young and impoverished state, the service sector, if well-known brand Liao stars. In the absence of a number of service companies brand awareness, brand awareness vague, ignoring the characteristics of service products, or the pressure in the face of competition, often to promotion, in order to price cuts and other means to solve the problem of imitation, but it is precisely these measures damage the brand image and brand value to reduce the most direct means; or without any adjustment, the principle of copying the product brand management brand management for services directly, the result would be more a result of rejection and market issues. Therefore, service providers, how to understand the product brand? How do the characteristics of service products under the service brand management? How to establish a set of services, products or a specific service product brand management principles? These issues were in terms of service marketing will be a new challenge. This paper on the service brand management issues to talk about some of his shallow point of view I also hope that this lead to more in-d