A case study on:

Cultivating service brand equity

Course Name: Service Marketing

Submitted To:
Assoc. Prof. Dr. Md Ariful Hoque

Submitted By:
19231112 Sadman Kabir Said

19231115 Mutammim Abrar

Cultivating service
Brand Equity:
Introduction
The key brand in packaged products is the product. In the case of services, however, the
corporation is the principal brand. This case is based on primary research with 14 adult
individuals who makes a case for high-performance service firms. The importance of
service branding in service marketing is for both today and tomorrow. The article
describes a service branding strategy that emphasizes the importance of customers.
Customers' service experiences have a role in brand creation. There are four primary
techniques for building exceptional service organizations. The concepts of brand equity
are addressed and demonstrated in the case. Branding is not a thing. Only for tangible
items; it is a key success factor for as well as service organizations.

Synopsis;
Branding the company:
A strong service brand is essentially a promise of future satisfaction. Figure 1 shows the
relationships between the presented brand, brand awareness, external brand
communications, and customer experience. The presented brand is the brand message a
company conceptualizes and disseminates. Brand awareness is the customer's ability to
recognize and recall the brand when provided a cue. Most consumers have different
perceptions of Wal-Mart and Target, even though both are general-merchandise
discounters.

Brand awareness is high for both companies; brand meaning is very different. As
customers experience the company's total product, these experiences become
disproportionately  influential. Customers' experience-based beliefs are powerful.

Service organizations with the strongest brands make a concerted effort to stand apart.
Top brand builders are nearly often outliers that challenge convention and establish new
avenues to reach and satisfy customers. Starbucks, Target, Midwest Express Airlines,
Enterprise Rent-A-Car, and Motel 6 are all well-known brands with distinct personalities.
The purpose of the branding strategy is to establish a clearly different service experience
for consumers.

Chick-fil-A personifies the philosophy of "dare to be different." Chick-fil-A uses inside-out

marketing in their mall locations. It transforms the business into a television screen,
attracting customers. Chick-fil-A has few options when it comes to huge national
television advertisers such as McDonald's. Chick-fil-approach A's evolved as the firm
extended distribution beyond the mall. The firm is now competing with the major fast-
food chains. McDonald's, Burger King, Wendy's, Pizza Hut, and others have strong
reasons to spend large sums of money on advertising. Chick-fil-A cannot spend as much
since it has fewer outlets and a network of independent store operators.

Conclusion:
Positive brand equity is the marketing advantage that comes from a company's brand
awareness and brand meaning. Dial-A-Mattress, Chick-ill-A, Midwest Express Airlines,
Enterprise Rent-a-car are some of the companies discussed in this article. This is the
reality of creating value for customers primarily through service, rather than through
marketing.