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human resources, material and even long-term hard work of several generations. Quality is the essence of the brand and the life of the brand. Service is an important support for the brand, an integral part of the goods, and the focus of market competition. Cultural value is the brand's meaning, the unity of social material form and spiritual form and the combination of modern consumer psychology and cultural values. High brand equity provides a number of competitive advantages (Jacoby & Chestnut 1978). The advantages are analyzed in the above essay. The implementation of customer loyalty is a systematic project in company, which requires company to establish a loyalty-based business system with rational allocation and utilization of resources, taking customer relationship management in sales, marketing and service (DuWors & Haines 1990). It can promote the company to pursue higher goals continually and create greater material wealth satisfied public when taking customer satisfaction as a starting point as well as customer loyalty as objective in business activities (Erdem & Louviere 2002)

x. In this social market, there are thousands of products. Manufacturer, in order to highlight their excellent products, needs the brand image. Brand image make the future of the company. Talking about the customer loyalty, customer loyalty can make the markets obtain higher long-term profitability and make the enterprise get better protection in competition (Robert B Woodruff, Daniel J Flint, 2003).
 
The third question is how the car companies to improve their brand image and customer loyalty. There are five ways to improve the brand image and customer loyalty. To increase the produce value, it requires automobile companies to strengthen R & D, technical innovation and improve the production technology (Graeff. 1998). A company, with a high level of customer loyalty, also generally has higher employee loyalty (Yi & Jeon 2003). So it is important to establish the customer loyalty. Only by maintaining stable customer sources, can the brand make profit in the market (Blackston 2000). The form of products means product form, packaging, trademarks, etc. It is the indispensable part of whole product and important basis for customers purchasing products. As the living standards and consumption concept changing, people pay more and more attention in the psychological need satisfaction when they purchased. Customer’s requirements of the product's shape, color, trademarks, packaging is higher. The key to optimizing the form of product is to improve the products' target. Each produce has its own using group. Because the group is different, the psychological needs are different too. Only according to the characteristics of different target markets, different style and different color to use specific packaging and trademarks can make the customers favor. It is the direct way for the company keeping close with the customers and winning the trust of the customers. The quality of the goods is the foundation of the customer loyalty. In any case, the company can not let people to buy and those poor quality products. Many of the worlds famous brand of history tells us in the certain meanings, consumer brand loyalty are quality of product loyalty. Only the excellent products can make customer be favor of the goods.
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