The Open UniversitySkip to content

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:
Google Scholar: Look up in Google Scholar


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 Item
ISSN: 0309-0566
Keywords: brands; organizational culture; services; success
Academic Unit/School: Faculty of Business and Law (FBL)
Item ID: 1289
Depositing User: Users 12 not found.
Date Deposited: 17 Jul 2006
Last Modified: 02 May 2018 12:31
Share this page:


Altmetrics from Altmetric

Citations from Dimensions

Actions (login may be required)

Policies | Disclaimer

© The Open University   contact the OU