Transforming branding strategies from product to service: A case study about Yangshan tourism branding

Abstract

With the development of service economy, some companies enter new service business such as tourism, culture or leisure industry. Traditional companies then become a product-service complex which works in a product service system. Yangshan Peach is a traditional brand of agricultural products company group in China. Under the development in recent years, it is becoming a regional brand involving tourism and culture experience. In this case, new branding strategy should be designed. This paper is to analyze the branding process of Yangshan from product to service then to get insight about the brand equity and brand engagement. The relationship between customer and service brand equity has been concluded in case study analysis.