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The Criteria for successful services brands

de Chernatony, Leslie and Segal-Horn, Susan (2003). The Criteria for successful services brands. European Journal of Marketing, 37(7/8) pp. 1095–1118.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1108/03090560310477681
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Abstract

There are few valuable services brands, which may be due to the lack of services branding knowledge and the inappropriate use of product-based branding advice. To contribute to services branding knowledge the authors undertook a review of the services management and services branding literature and postulated a model of services branding. In-depth interviews with 28 leading-edge consultants showed the appropriateness of this model. The study found a need for ruthless clarity about positioning and the corporation's genuinely felt values. Success is more likely when everyone internally believes in their brand's values. When management behaviour is based on genuine conviction, shared values are more likely. Through shared values, there is a greater likelihood of commitment, internal loyalty, clearer brand understanding, and importantly, consistent brand delivery across all stakeholders. By viewing these factors within a systems perspective, greater services brand consistency can result.

Item Type: Journal Article
ISSN: 0309-0566
Keywords: brands; organizational culture; services; success
Academic Unit/Department: Open University Business School
Item ID: 1289
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/1289
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