Research in the structure and form of brand image of high-speed railway

As what has been recognized by most enterprises, for the process of migrating from OEM (Original Equipment Manufacture) to ODM (Original design Manufacture) and becoming OBM (Own Branding Manufacturing) finally, OBM is the top for a pyramid. Therefore, brand is the highest level of competition. Constructing brand of high-speed railway is distinct from that of general pattern of products. The constitutive relations of brand image of high-speed railway are analyzed at three aspects. Through analyzing the product composition of high-speed railway, the result shows that the key of constructing and sustaining the brand is the novel experience provided by innovative design of high-speed railway for passengers. Based on this, the strategies in connection with running domestic railway brand have been formulated.