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lso known as “the function of the brand”, is the characteristics linked to the brand product or service features (Hsieh & Li 2008). From the perspective of consumer and user, “the function of the brand” is the capacity that can meet the needs of function for brand product or service. For example, the washing machine has the ability to reduce the burden of the family; cameras with the ability to retain the beautiful moments. The tangible content of brand image is the most basic elements to generate the image. And it makes the satisfaction of function providing the consumer by the products and services closely connected with brand image, which enable people to combine the functional characteristics and brand image together when they get to the brand and form a perceptual knowledge (Meyvis & Janiszewski 2004).

The intangible content of brand image means the brand's unique charm, which is a trait created by the marketers and accepted by the consumers (Coulter & Feick 2003). With the social and economic development and rich commodity, the consumption level and consumer demand are rising gradually. The demands for goods include not only the tangible elements such as the function in products, but also turn to the intangible feelings the products brought such as spirits. The intangible content of the brand reflects the people’s emotions, showing the individual requirements such as the status, identity, psychology and so on.
2.2 Concept of customer loyalty
Customer loyalty is the customer's feelings of confidence and love to the products and services (Dick & Kunal 1994). It reflects mainly through the customer's emotional loyalty, behavioral loyalty and consciousness loyalty. And the emotional loyalty indicates that customers have a high degree of acceptance and satisfaction to the ideas, behavior and visual image of the company; behavior loyalty is the repeated purchase on the products and services of the company when customer re-spends; consciousness loyalty means the intent of purchasing the products and services in future for the customers (Bandura, 1989). So, the customer loyalty theory consisting of three aspects in emotion, behavior and consciousness, focuses on the evaluation of trends in customer behavior. In this way, through the evaluation activities, it can reflect the competitive advantage in the future business activities. Specifically, the main contents are the following. Customer loyalty is used to describe the behavior of repeat purchasing for customers when they are making purchasing decisions. Loyal customers are the most valuable customers. The small increase of customer loyalty will lead to a substantial increase in profits. It is profit that concerned by customer loyalty marketing theory. To build customer loyalty is the most effective way to achieve sustained profitable growth (Reicheld & Sasser 1990).

2.3 Brand image – customer loyalty link
Brands vary in the amount of power and value they have in the marketplace. At one extreme are brands that are not known by most buyers. Then there are brands for which buyers have a fairly high degree of brand awareness (Richard Schreuer, 2000). Beyond this are brands with a high degree of brand acceptability. Then there are brands that enjoy a high degree of brand preference. Finally there are brands that command a high degree of brand loyalty or customer loyalty. It means when a customer intends to buy