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In 90’s of the 20th century, Joseph Nye, who is Dean of Harvard University’s Kennedy School of Government, proposed the theory of soft power theory based on theory of mutual .According to his point of view, soft power is the ability, which exerts an influence through attraction rather than coercion or inducements to achieve the purpose. It is a country’s comprehensive strength, in addition, another component relative to the traditional, strength outside of the hard power based on military and economy. This concept made clear the important value of soft power; it would be increased to the traditional "hard power" to the same, or more important than their position. Joseph?Nye believed: "hard power and soft power is equally important, but in the information age, soft power is becoming more prominent than ever." Modern economic analysis shows that soft power, including the regional culture, personnel quality, public services and regional image, the performance of regional cohesion, creativity, vitality and attractiveness and the resulting recognition. Culture, brand strategy, management systems, organizational models, leadership and innovation of its soft power resources; brands and services, social responsibility and corporate reputation are three aspects of soft power of the resource base.82% of goods and 94% of passengers of Shandong Province is carried by road transport. Road transport of Shandong Province has made important contributions to the development of the regional economy. The development of regional economy needs a good traffic conditions: industry, agriculture and other industries, transport and tourism depend on the progress of the priority development of highway construction. To the province as a starting point for highway transportation network will no doubt benefit from the various tourist city and the city’s main industrial and agricultural sectors, thus promoting regional economic development, fundamental for the construction of a harmonious society provides a solid foundation. The external image of highway transportation system is an important component of the area brand image. To build the brand urban, it is necessary that highway transportation system building the brand. Highway transportation system in Shandong Province itself has a regional, public goods, service and natural monopoly nature of its brand building and product brand has distinguished characteristics.First of all, this paper identifies the conception of expressway brand based on the research of soft power theory, brand theory and public-good theory. The brand is the highway transportation system to get the market and recognized by the society on the highway users, with visibility and reputation; and reflects the regional culture and regional characteristics, with the identify ability and differences in road traffic signs. In chapter2, the author raises the goal of being a high-speed, safe and convenient-and-fast high way. Assumption about human nature, the premise of brand management theory, customer-value theory, demisable value theory and customer-value-process theory and so on are elaborated in detail.Secondly, this paper compares and draws lesions from high-way systems home and abroad through analysis of actuality of freeway management and brand building. From the point of view of economic importance and social meaning of brand building, industry feature of freeway, and management mode, the paper analyzes the current situation of Shandong-highway infrastructure and brand building, then, makes the brand locationing, and designs the brand system in detail. The author uses fuzzy evaluation and analytic hierarchy process to make quantitative analysis of Shandong-highway, and acquires relevant conclusion.Finally, this paper analyzes the status quo of brand building of Shandong hi-speed group Company limited CO. minutely, and raises improvements based on mind ideantity, visual ideantity, and behavior identity,which belongs to CIS.
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