Comprehensive brand management: a new perspective of service brand management(PDF)
《长安大学学报（社科版）》[ISSN:1671-6248/CN:61-1391/C]
- Issue:
- 2019年05期
- Page:
- 84-92
- Research Field:
- 管理学
- Publishing date:
Info
- Title:
- Comprehensive brand management: a new perspective of service brand management
- Author(s):
- LI Jianxin; LU Lu; LUO Shuangyu
- School of Economics and Management，Changsha University of Science & Technology，Changsha 410114， Hunan, China
- Keywords:
- service brand; branding; brand consistency; brand controllability; comprehensive brand management
- PACS:
- F273.4
- DOI:
- -
- Abstract:
- The practice of applying traditional product brand management theories directly to service branding practice has long been questioned by academic circles. Therefore，the study of relevant theories of adaptive service branding has become the focus of academic circles. By studying the literature of service branding at home and abroad，this paper summarizes the characteristics of service brand，analyzes the challenges faced by service branding，and summarizes the main contents of service brand comprehensive management. The research results show that compared with traditional product brands，service brands have the characteristics of experience attributes，relationship attributes and corporate attributes. Service branding faces challenges in terms of brand consistency and brand controllability，and comprehensive brand management is an effective strategy to overcome the challenges of service branding. Comprehensive brand management involves holistic brand organization，fullstaff brand participation，wholeprocess brand management，consistent brand communication and fulleffect brand evaluation. The research believes that service brand management should entail a brandoriented outlook，transform the existing management system which is based on product brand，and establish a comprehensive brand management system that adapts to branding needs. This provides direction and basis for the theoretical development of service branding，and also puts forward new ideas for the practice of service companies’ brand management.
Last Update: 2019-11-08