Choosing brand element: such as logo, symbol, slogan and characters to build brand awareness or an easy to remember brand name ex: “One night service” for Tiki (Titipan Kilat)
Establishing image dimensions: such as the expertise, trustworthiness, and likeability from the workers who provide the service (service associations) may affect evaluation of service quality. Thus, service firms must design marketing communication so that consumers learn more about the brand than the information they get alone.
Devising branding strategy: finally services also must consider developing a brand portfolios that permits positioning and targeting of different market segments. In other words, classes of services can be branded vertically on the basis of price and quality. For example, Delta Airlines brands its business-class service as BusinessElite, its frequent-flier program as Sky Miles, its in flight magazine as Sky magazine, its airport lounges as Crown Room Clubs
How products can be augmented with key service differentiators such as ordering ease, delivery, installation, customer training, customer consulting, and maintenance and repair as Product Support Service for competitive advantage.
To provide the best support, a manufacturer must identify the services customer value most and their relative importance. There are three specific worries for customers:
They worry about reliability failure frequency or break down (for machine)
They worry about downtime (the longer the downtime, the higher the cost). Thus they count on the seller’s service dependability to fix the machine quickly
They worry about out of pocket costs. How much does the customer have to spend on regular maintenance and repair cost ?
Presale services by facilitating service (such as installation, staff training, maintenance and repair service) and adding value augmenting services (such as warranty, free quality inspection for certain times, trade in allowance)
Post sale services by providing customer service departments such as receive customer requests, suggestions, and even complaints so that these departments need to handle them carefully