SERVICES BRANDING

Group Members: Kevin Ruane Nollette Callinan Sharon Kilgannon

a name. p. sign. symbol or design. Its production may or may not be tied to a physical product”. or a combination of them. 265)  What is a Brand? “…….. Kotler and Amstrong (1997. term.SERVICES MARKETING  What is a Service? “A service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of their competitors” American Marketing Association .

SERVICES BRANDING  Challenges in Services Branding     Intangibility Heterogeneity Inseparability Perishability .

Goods Tangible Services Intangible Services Branding Implications •Service brands cannot be patented •Service brands cannot be inventoried •Service brands cannot be readily displayed or communicated •Pricing service brands is difficult •Service brands face difficulties delivering on promises •Service brand quality uncontrollable factors depends on many Standardised Heterogeneous Inseparability Simultaneous production Non-perishable Perishable •Customers participate in the service brand transaction •Employees may affect the service brand outcome •Customers may affect one another in the service brand transaction •Satisfaction of service brand is influenced by expected and perceived behaviour of service provider and customer • Mass production of service brands is difficult •Service brands face challenges to build and sustain image and reputation to retain customers •Fluctuating demand can cause problems for branding services .

THE SERVICES MARKETING TRIANGLE COMPANY INTERNAL MARKETING EXTERNAL MARKETING EMPLOYEES INTERACTIVE MARKETING CUSTOMERS .

SERVICE BRANDING MODELS Aaker’s brand identity model: Brand as Product Brand Brand as Organisation Brand as Person Brand as Symbol Brand Proposed services branding model: Brand as Product(5P’s) Brand as Process Brand as Person Brand as Symbol Brand as Organisation .

LIVING THE CORPORATE BRAND Enacted VISION Throug h CULTURE Staff Behaviour Interact s with Stakeholder Satisfaction OBJECTIVES CORPORATE BRAND CONCEPT (Character) Interact s Systems with BRANDSPHERE Monitor then Revisit To identify the gaps between actual and intended brand promise .

MEASURING SERVICES BRAND EQUITY      Effectiveness Internal and external message alignment Consumer satisfaction Brand reputation Types of consumers     Rational Political Emotional Spiritual .

no water melons or apples to scrutinise. social. which are difficult to evaluate prior to purchase.” Berry (2000.CONCLUSION “Branding plays a special role in service companies because strong brands increase customers’ trust of the invisible purchase. no trousers to try on. 128) . p. or safety in buying services. no automobiles to test drive. Strong brands are the surrogates when the company offers no fabric to touch. Strong brands enable customers to better visualise and understand intangible products. They reduce customers’ perceived monetary.

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