MODULE 2

Developing Service Products and

Brands
CONT
ENTS
 Four (4) broad branding
alternatives
Endoresed Brands
Branded House

House of Brands
Sub Brands

The spectrum of branding alternatives.

Branded House
Sub Brands
Endorsed Brand
House of Brands
 Tiering Service Products
with Branding
In a number of service industries,
branding is used to diff erentiate core
services as well as service levels. This is
known as service tiering .

It is common in
industries such as hotels,
airlines, car rentals, and
computer hardware
and software support.
It is common in
industries such as hotels,
airlines, car rentals, and
computer hardware
and software support.
Tiering Service Products with Branding
 Building Brand Equity

A Service-Branding Model. The bold arrows represent strong relationships and the dotted arrows represent weaker
relationships.
 Create a Branded Service
Experience
Education Empowerment

Recruiting and Hiring Communication Engagement

 MODULE 2
Developing Service Products and
Brands