Methods for Multiple Roles to Build Brands of Service System–A Case Study of Guangzhou Baiyun International Airport

With service economy booming, service brand has drawn attention of scholars and practitioners worldwide. Service brand building involves multiple roles of enterprises, employees and customers, which complicates the service system. Therefore, this paper puts forward methods for different stakeholders to realize the brand value unity and reconcile the contradiction between brand integrity and personalization in the aim for cognitive unity of the brand system within the enterprise. With Guangzhou Baiyun Airport as the case of building service brand, this paper exploits methods of building complex service brand system with multiple stakeholders. Firstly, in regard to the service suppliers, it is necessary to define the brand, build a framework, position the role so as to present the services as a brand. The process of building the airport service system is hereby divided into two phases. We shall first establish a consistent service brand, which refers to a total brand with extracted values and connotations out of prominent brand features. The second is to build a service system, based on the core concepts of the total brand, with clear-cut levels and explicit roles within, and set up sub-brands. The innovation of this paper lies in exploring with systematic thinking the methods for building complex service brand system in which the total brand value serves as the core. Meanwhile, the sub-brands showcase both personality and diversity while maintaining integrity. The three roles of leaders, employees and customers mainly constitute the analytical model. When the former two participants build service brand together, the value and cognition of the brand can achieve integrity within the companies.