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h social behavior with non-profit as well as public relations nature, in order to win social recognition and favor, including law-abiding, honest operation, maintaining legitimate interests of consumers; environment protection and promoting ecological balance; concerning about the prosperity and development of communities and making one’s own contribution; being attention to social welfare and promoting social spiritual civilization and so on (Muniz & O’Guinn 2001).

The staffs are the main body of brand production and operation management, the direct producers of brand image (Kevin 2003). Staff image refers to the overall image of the staffs, which includes the image of employers and employees. The image of employers refers to the impression of employers on public for their knowledge, ability, courage and style as well as business performance. They are the representative of the brand and their personal image has a direct impact on brand image. Therefore, many of today’s brands pay much more attention on the image of the brand owners. The image of employees refers to the whole image showing to the outside of the company for their service attitude, professional ethics, behaviors criterion, mental outlook, cultural levels, job skills, internal quality and the clothing appearance. Brand is a collection of staffs, so the words and behaviors of staffs will certainly affect the image of brand. A good image of employer can enhance the brand's centripetal force and the trust of public. And a good image of employees can enhance the brand's cohesion and competitiveness, and make solid foundation for continual development in the long-term.
3.1.2 Benefit of brand image
High brand equity provides a number of competitive advantages (Jacoby & Chestnut 1978): First, the company will enjoy reduced marketing costs because of consumer brand awareness and loyalty. Second, the company will have more trade leverage in bargaining with distributors and retailers because customers expect them to carry the brand. Third, the company can charge a higher price than its competitors because the brand has higher perceived quality. Forth, the company can more easily launch extensions because the brand name carries high credibility. Fifth, the brand offers the company some defense against price competition.
3.2 Benefit of customer loyalty
Customer loyalty is an indicator of product portfolio that reflects the relationship of customer loyalty and profit in future. It can make the company establish core competitive advantage in the long run.
1. Formation of core competitiveness in company
Customer loyalty theory advocates customer-centric, suggesting that company marketing activities must be carried out around this point (Douglas Holt 1999). Customer loyalty requires the company to take the customer as an important resource for business and make systematic management on customers, acquiring the relevant information of customers. This can be a basis for strategic decision-making of company. It has been proved in practice that the core competitiveness formed by promoting customer loyalty will be reflected in business activities.

2. The significant impact on business processes and organizational structure
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 util