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must change its competition condition. It should change the productivity competition into service competition. If a car company can't adapt to the environment and cannot attract and maintaining customers, it cannot sell the commodities even the commodities are good. So, in the car marketing, it is very important to grasp and maintain old customer.
1.2 Motives of this report Customer loyalty is the key factor for the successful company. There is a general agreement for companies to establish and sustain the customers’ loyalty. Based on the analysis of the importance to cultivate customer loyalty, this essay will put forward a point that cultivating customer loyalty should be a new strategy of car marketing and refer the ways and suggestions of cultivate customer loyalty in the car marketing.
1.3 Research aims and investigative questions Purpose of this essay is to investigate the brand image and customers loyalty within car industry. This study aims to study the following three questions: 1 What is the relationship between brand image and customer loyalty? 2 What are the benefits from brand image and customer loyalty? 3 How does the car company to improve their brand image and customer loyalty? Context & critical discussion

According to the research aim, this part critically analyzes the investigative questions based on the academic literature related to the subjects.

Question one 问题1

What is the relationship between brand image and customer loyalty? 品牌形象和客户忠诚度之间是什么关系？

2.1 Concept of brand image 2.1.1 Definition of brand image
Perhaps the most distinctive skill of professional marketers is their ability to create maintain, protect and enhance brands. Marketers say that “branding is the art and cornerstone of marketing.” The American Marketing Association defines a brand as follows: “A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors” (Kotler, 2003).
A brand is essentially a seller’s promise to deliver a specific set of features, benefits and services consistently to the buyers. The best brands convey a warranty of quality. But a brand is an even more complex symbol which can convey up to several levels of meaning such as attributes, benefits, values, culture, personality and user (Kapferer, 1992). It is not easy for marketer to make decision on whether or not the brand should be put in the key position. The key decisions are shown in Figure 1.
Figure 1

An overview of branding decisions

Source from: Kotler, Philip 2003, Marketing Management
 
Brand image is a comprehensive concept, which is set up by marketing activities and affected by the subjective feelings, perceptual approach, perceptual prospect and so on (Salinas & Pérez, 2009). And then an association of conception is created in the psychology. Brand image is an asset and should have its own characteristics.
2.1.2 Types of brand image
A good brand image is a useful approach for enterprise in the competitive market and it can attract consumers in the long run. There are two aspects in the content of brand image: tangible and intangible.
 
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