For automobile maintenance enterprises, under the guidance of independent consciousness, they should gradually try to establish their own unique brand image to enhance their competitiveness. The essence of self-owned brand image construction is to create differentiated competitive strategy, and its positive significance is at least reflected in the following aspects: First, the unique corporate brand image can establish identification marks for consumers, help consumers make rational choices, and thus improve the satisfaction of consumers' needs. The essence of brand image building is to guide consumers to make a positive response by providing them with information about the quality of maintenance services. Enterprises should know that what consumers need is the effectiveness of maintenance services, and the effectiveness of most services cannot be judged by intuitive feelings. When consumers are uncertain about the quality level of services, they tend to identify services with the help of brands.

In the case of uneven service quality of automobile maintenance enterprises, the main problem that puzzles consumers is how to judge which enterprise is trustworthy. Through the questionnaire survey of automobile consumers, we found that when most consumers carry out automobile maintenance, the maintenance companies they choose are often recommended by friends or some media, because consumers usually do not have the ability to independently identify the quality of maintenance services, and it is difficult to distinguish between good and bad in the face of many automobile maintenance companies, so they can only rely on some signs that can reflect the external image characteristics of enterprises as the basis for identification. It is not difficult to imagine that if automobile maintenance enterprises can effectively and accurately

Establishing a unique and perfect brand image will greatly enhance its appeal to consumers. Second, a good brand image can effectively enhance the competitiveness of automobile maintenance enterprises in the industry. The competition among automobile maintenance enterprises is not only the competition of technology and price, but also the competition of brands. Because consumers' ability to distinguish between technology and price conditions is weak, brands actually directly affect consumers' differences in evaluation of maintenance services, especially on the competitiveness of enterprises. Once the brand image construction successfully reveals the unique advantages of enterprise service, it can show its strong competitiveness. Differences in automobile maintenance industry

With the increasingly fierce cultural competition, brand image construction has surpassed technology and price and become the most important means for enterprises to seek competitive advantage. Third, a perfect brand image can help automobile maintenance enterprises improve their profitability. In the development of automobile maintenance enterprises, the quality of brand image is closely related to the price of service products, which in turn affects the operating income and profits of enterprises. Enterprises should realize that in addition to service quality, there is also an invisible corporate brand image that determines the price of service products. Because in essence, the profitability of automobile maintenance service products depends on

Whether it can create higher value for consumers, or whether it can better meet consumers' needs for different levels of maintenance services. Perfect brand image will make consumers believe that the service products of enterprises have this ability, and consumers are willing to pay higher prices for it.

In the actual investigation, we found that almost all consumers said that if there is enough evidence to show that a car maintenance enterprise is trustworthy, they would rather spend more money to seek its help. In fact, when consumers choose automobile maintenance service products, they often care not about the cost but whether the service is satisfactory. Fourth, the ideal corporate brand image helps to cultivate customer loyalty and ensure the long-term interests of enterprises. In the long run, the income of automobile maintenance enterprises mainly comes from consumers with high loyalty, and their repeated purchase rate of service products is high, which is the key goal of enterprises and focuses on cultivating these consumers.

Users have also become the focus of enterprise work. The promotion of customer loyalty largely depends on the attractiveness of brand image to consumers.