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Web of Proceedings - Francis Academic Press

Research on the Brand Image Building of Enterprises from the Perspective of Service Design

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DOI: 10.25236/ecomhs.2019.177


Chen Shichao

Corresponding Author

Chen Shichao


At present, the development of Chinese enterprises is facing enormous pressure of international competition. The survival and development of enterprises are challenged severely. It is difficult for small and medium-sized enterprises to raise funds, make loans and promote brands, so as to become the bottleneck of the development of enterprises. In order to develop and win in the competition, enterprises must establish a brand with global competitiveness - design management which is the key to the success of brand strategy. Because design management is the link to build consumer’s perception of products, effective design management builds up consumer’s loyalty to the brand by creating the value of products, forges the core competitiveness of enterprises, and ultimately promotes the success of enterprise’s brand strategy. In this paper, from the perspective of service design, the relevant content of brand image building of enterprises is analyzed for reference.


Brand image, service design, experience, service contact point