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Identifying and sustaining services brands' values

de Chernatony, Leslie; Drury, Susan and Segal-Horn, Susan (2004). Identifying and sustaining services brands' values. Journal of Marketing Communications, 10(2) pp. 73–93.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1080/13527260410001693785
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Abstract

Identifying and sustaining the values of a services brand is vitally important for brand success. This paper explores the origins of services brands' values and the issues that arise when identifying and sustaining them. In addition, the failure factors associated with and the people responsible for the identification of services brands' values are discussed. The work is based upon a literature review and in-depth interviews with leading-edge services branding consultants. Techniques are discussed for identifying and sustaining services brands' values. These indicate that, while the identification of services brands' values needs to focus internally within the organization, the issue of gaps between image and identity cannot be ignored. It is suggested that core and peripheral brand values need different treatment in order to maximize services brands' success and that human resources management is one of the most effective methods of sustaining services brands' values.

Item Type: Journal Article
ISSN: 1352-7266
Keywords: Brand; values; services; identifying and sustaining
Academic Unit/Department: Open University Business School
Item ID: 1293
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/1293
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