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In this paper, based on the summary of the research results of domestic and international service brand equity , through the investigation of a typical service enterprises in Guangzhou , the service enterprise brand assets main driving factor , building service brand assets driven model , expect to further enrich the brand equity theory provide effective reference for the practice of the service enterprises . This paper proposes the main driving factor of three service brand equity , brand communication , customer experience and quality of service , and then use the methods of empirical research to explore these three driving driving relationship between the factor and brand equity . The results show that , the brand communication , customer experience and service quality of service brand assets ( brand / Lenovo , perceived quality and brand loyalty ) has a positive and significant influence is different , different driving factors of brand equity , for the brand the most well-known / Lenovo , service quality , customer experience , followed by weak influence , brand communication ; affect brand loyalty , the strongest customer experience , quality of service , followed by brand communicate the weakest ; perceived quality strong , quality of service and customer experience on the perceived quality , brand communication weak impact . Conclusions based on empirical research , brand communication , three driving factors of the customer experience and quality of service should be the top priority of our services corporate brand building . First, to strengthen communication with the consumer brand is the premise to enhance brand equity ; Secondly, the customer experience is the key to brand building ; Finally, the quality of service is to further build customer loyalty , improve brand equity guarantee .
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