The Open UniversitySkip to content
 

Building a services brand: stages, people and orientations

de Chernatony, Leslie; Drury, Susan and Segal-Horn, Susan (2003). Building a services brand: stages, people and orientations. Service Industries Journal, 23(3) pp. 1–21.

URL: http://www.metapress.com/(l4wu5ynffqh2rj45oc0p2l55...
Google Scholar: Look up in Google Scholar

Abstract

This article examines the services-brand-building process, based on depth interviews with leading-edge brand consultants. A model is posited of the factors involved when building a services brand from scratch. Insights about those involved in the services-brand-building process are provided along with a consideration of the impact of the organisation's internal/external orientation. The results show that, in comparison with the goods model, more work is required in terms of organisational culture and internal branding when building services brands. It is recommended that organisations utilise cross-functional teams, a strong customer orientation and a brand-supporting culture to maximise the success of their services brand.

Item Type: Journal Article
ISSN: 0264-2069
Keywords: Process; Culture; Internal; External
Academic Unit/Department: Open University Business School
Item ID: 1291
Depositing User: Users 12 not found.
Date Deposited: 07 Jun 2006
Last Modified: 02 Dec 2010 19:45
URI: http://oro.open.ac.uk/id/eprint/1291
Share this page:

Actions (login may be required)

View Item
Report issue / request change

Policies | Disclaimer

© The Open University   + 44 (0)870 333 4340   general-enquiries@open.ac.uk