SERVICES BRANDING

Group Members:
Kevin Ruane
Nollette Callinan
Sharon Kilgannon
 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. Its production may or
may not be tied to a physical product”.
Kotler and Amstrong (1997, p. 265)
 What is a Brand?
“…….. a name, term, sign, symbol or design, or a
combination of them, 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 Services Services Branding Implications

Tangible Intangible •Service brands cannot be patented

•Service brands cannot be inventoried
•Service brands cannot be readily displayed or
communicated 
•Pricing service brands is difficult

Standardised Heterogeneous •Service brands face difficulties delivering on promises

•Service brand quality depends on many

uncontrollable factors
 
Inseparability Simultaneous  •Customers participate in the service brand
production 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
Non-perishable Perishable •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 EXTERNAL
MARKETING MARKETING

EMPLOYEES CUSTOMERS
INTERACTIVE
MARKETING
 SERVICE BRANDING
MODELS

Aaker’s brand identity model: Proposed services branding model:

Brand as Brand as
Product Product(5P’s)

Brand as Brand as
Brand Organisation Brand Process

Brand as Brand as
Person Person

Brand as Brand as
Symbol Symbol
Brand as
Organisation
LIVING THE CORPORATE BRAND

Enacted
VISION Throug Staff Behaviour
h
Interact
CULTURE s
with
Stakeholder
Satisfaction
OBJECTIVES
CORPORATE
BRAND Interact
CONCEPT
BRANDSPHERE (Character) s
Systems with

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