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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.

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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 Item
ISSN: 0264-2069
Keywords: Process; Culture; Internal; External
Academic Unit/School: Faculty of Business and Law (FBL)
Item ID: 1291
Depositing User: Users 12 not found.
Date Deposited: 07 Jun 2006
Last Modified: 04 Oct 2016 09:44
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