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Building on services' characteristics to develop successful services brands

de Chernatony, Leslie and Segal-Horn, Susan (2001). Building on services' characteristics to develop successful services brands. Journal of Marketing Management, 17(7/8) pp. 645–669.

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Abstract

Little has been published about services brands, even though we are in a services economy. The literature shows services have unique characteristics, but their implications for brand building have not been explored. To understand how to develop and sustain successful services brands with their unique characteristics, we undertook in depth interviews with 28 leading brand consultants. They have brand categorisations, which provide rich inspirations for services brand strategies. Ways of circumventing the problems of intangibility and heterogeneous quality were elicited and opportunities for relationship building were identified. Services branding, unlike product branding, is more about internal consistency, places more emphasis on managing the total services brand experience and is more about social processes. It stresses the need for accepting the brand inside and outside the organisation.

Item Type: Journal Article
ISSN: 0267-257X
Academic Unit/Department: Open University Business School
Item ID: 1283
Depositing User: Users 12 not found.
Date Deposited: 17 Jul 2006
Last Modified: 02 Dec 2010 19:45
URI: http://oro.open.ac.uk/id/eprint/1283
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