Abstract：Based on tracking the service brand，corporate brand and corporate branding literatures, combined with some typical cases of service industries’ brand management, this paper points out the inapplicability of applying the commodity brand management theory into service industries directly, and proposes the research inadequacies based on classifying the service brand new themes. Next, further research has shown that the corporate brand is the trend of service brand strategy, thus, the corporate brand research literatures are summarized, and the corporate branding’s specificity is discussed. Then, the growth path of the corporate brand is constructed. Finally, this paper concludes the main viewpoints, and suggests the future research directions.
Keywords: Service Industry, Corporate Brand, Corporate Branding
source:Finance & Trade Economics ,No11,2013