Construction of Telecom Brand Image Model

Brand image refers to the set of associations linked to the brand that consumers hold in memory, which is the key driver of brand equity, Because of its complexity, multi-dimensional and situational feature as yet there is no system and model in conformity for the construction of brand image. By now most of the research about brand association focused on consumer goods, while ignored the industry and service industry brand. Based on the literature review of traditional brand image model, this paper used free association method to make empirical analysis and form telecom brand image model. Two conclusions were drawn: (1) Telecom brand image is an organized and ordered system which is consisted of multiple dimensions. These dimensions belong to product function, meaning and company, code and so on; (2) Dimensions of telecom brand image have both common points and individual points compared with consumer-goods.