The criteria for successful services brands

The criteria for successful services brands There are few valuable services brands, which may be due to the lack of services branding knowledge and the inappropriate use of product‐based branding advice. To contribute to services branding knowledge the authors undertook a review of the services management and services branding literature and postulated a model of services branding. In‐depth interviews with 28 leading‐edge consultants showed the appropriateness of this model. The study found a need for ruthless clarity about positioning and the corporation's genuinely felt values. Success is more likely when everyone internally believes in their brand's values. When management behaviour is based on genuine conviction, shared values are more likely. Through shared values, there is a greater likelihood of commitment, internal loyalty, clearer brand understanding, and importantly, consistent brand delivery across all stakeholders. By viewing these factors within a systems perspective, greater services brand consistency can result. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The criteria for successful services brands

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Publisher
Emerald Publishing
Copyright
Copyright © 2003 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560310477681
Publisher site
See Article on Publisher Site

Abstract

There are few valuable services brands, which may be due to the lack of services branding knowledge and the inappropriate use of product‐based branding advice. To contribute to services branding knowledge the authors undertook a review of the services management and services branding literature and postulated a model of services branding. In‐depth interviews with 28 leading‐edge consultants showed the appropriateness of this model. The study found a need for ruthless clarity about positioning and the corporation's genuinely felt values. Success is more likely when everyone internally believes in their brand's values. When management behaviour is based on genuine conviction, shared values are more likely. Through shared values, there is a greater likelihood of commitment, internal loyalty, clearer brand understanding, and importantly, consistent brand delivery across all stakeholders. By viewing these factors within a systems perspective, greater services brand consistency can result.

Journal

European Journal of MarketingEmerald Publishing

Published: Aug 1, 2003

Keywords: Services; Brands; Success; Organizational culture

References

  • Corporate identity, corporate branding and corporate marketing: seeing through the fog
    Balmer, J.M.T.
  • The strength of branding and positioning in services
    Dibb, S.; Simkin, L.
  • Services Marketing
    Zeithaml, V.; Bitner, M.J.

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