Development of Brand Relationship Modes and Service Management Innovation

Discussion of brands and brand equity has, up until now, been almost solely concerned with consumer markets. These developments reflect two important trends in brand and service management. First, the importance of relationships not just limited relationship between the firm and consumers but also included the relationships between businesses and other stakeholders. Second, that brand value is not just created through a dyadic relationship, be it between the brand and the consumer or the industrial brand and the customer, but is a multifarious construct that is affected by, or the sum of, a gamut of relationships. This paper firstly analyzes the interactions between brand and its stakeholders, and then puts forward a brand-stakeholder relationship model. And then it systematically explores on the interaction of employee and exterior stakeholders, the interpersonal relationships model between stakeholders, the role overlapping relationship model of stakeholders and their effects to brand value creation. Finally, it bring forward advices about service management innovation based on brand-stakeholders interaction.