Cultivating service brand equity

Cultivating service brand equity In packaged goods, the product is the primary brand. However, with services, the company is the primary brand. This article, based on primary research with 14 mature, high-performance service companies, makes a case for service branding as a cornerstone of services marketing for today and tomorrow. The article presents a service-branding model that underscores the salient role of customers' service experiences in brand formation. Four primary strategies that excellent service firms use to cultivate brand equity are discussed and illustrated. Branding is not just for tangible goods; it is a principal success driver for service organizations as well. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Cultivating service brand equity

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Publisher
Springer Journals
Copyright
Copyright © 2000 by Academy of Marketing Science
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/0092070300281012
Publisher site
See Article on Publisher Site

Abstract

In packaged goods, the product is the primary brand. However, with services, the company is the primary brand. This article, based on primary research with 14 mature, high-performance service companies, makes a case for service branding as a cornerstone of services marketing for today and tomorrow. The article presents a service-branding model that underscores the salient role of customers' service experiences in brand formation. Four primary strategies that excellent service firms use to cultivate brand equity are discussed and illustrated. Branding is not just for tangible goods; it is a principal success driver for service organizations as well.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Apr 8, 2008

References

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