Branding perspective to service business research

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Branding perspective to service business research

  1. 1. Branding perspective to service businessresearchDr. Saila SaraniemiDoctoral Student Minna Mäläskä
  2. 2. What is a brand?• “Brand is a name, term, sign, symbol, design or a combination of them” (Kotler 1999)• “A cluster of functional and emotional values, which promises a particular experience.” (de Chernatony 2002)• “The sum of total company values as evidenced by how they deliver on those values, at every point of contact.” (Alder 2010)
  3. 3. Evolving brand logic Features Benefits Experience Identification 1900-1930 1930-1990 1990-2000 2000 - Individual Value- Relationship- Stakeholder- Goods-Focus Focus Focus Brand Focus Brand Brand Era Brand Era Era Era (adapted from Mertz et al. 2009)
  4. 4. Why branding in service sector?• The strong growth of the service sector (Mitchell 1998),• Intensified competition within it (Berry 2000),• The shortening of the service lifecycle, and the imitability of services have directed researchers’ and practitioners’ attention to branding (King 1991). Sandbacka, Nätti, Tähtinen, Journal of Services Marketing, Vol. 27 No 2, forthcoming
  5. 5. Characteristics of service branding• The rise of the corporate brand has to a large extent been linked to the rise of the service industry1. The importance of internal perspective of branding2. The importance of networks
  6. 6. 1. The importance of internal perspective ofbranding• Employee branding – internalising brand image and “living the brand”• Internal branding• According to KONE brand promise: ”Every KONE employee is dedicated to making cities better places to live and work for everyone. They are committed to ensuring our products and services provide the best People Flow experience for customers and end users.”
  7. 7. 2. The importance of networks Maintenance End Customers services End Customers Corporate Channel brand partner End Customers After sales service Logistic provider services Brand creation through business network
  8. 8. Network actors’ participation in B2B SMEbranding Mäläskä, Saraniemi, Tähtinen, 2011, Industrial Marketing Management
  9. 9. Our future research topics on servicesbranding• Creation of service brand experience in networks• Growth and internationalisation of service businesses through branding• Defining the value co-creating branding actors within service networks• Impacts of digitalization on service branding
  10. 10. Thank you!saila.saraniemi@oulu.fiminna.malaska@oulu.fi

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