This document discusses service branding, experience, brand, and branding concepts. It covers different views of experience, definitions of a brand and brand equity, evolving views of branding from product to corporate branding, and considerations for branding in the service context. Key points include definitions of brand identity, image, and customer-based brand equity, the importance of meaningful brand experiences, the need to align organizational culture, vision and stakeholder image through corporate branding, and how branding has shifted from standalone products to the branding of entire organizations.
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SERVICE BRANDING
INTRODUCTION
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• Contextualizing Service Branding
• Experience
• Brand – Key Concepts
• Brand Experience
• Different Views of Branding
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SERVICE BRANDING
CONTEXTUALIZING
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Translating Brand Strategy into Customer
Experiences
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CONTEXTUALIZING
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• The Brand Experience Manual: Addressing
The Gap Between Brand Strategy And
New Service Development.
• http://designresearch.no/news/brand-experience-manual-
addressing-gap-brand-strategy-new-service-development
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SERVICE BRANDING
THE BRAND EXPERIENCE MANUAL: ADDRESSING THE GAP BETWEEN BRAND
STRATEGY AND NEW SERVICE DEVELOPMENT.
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Findings:
• Current Brand Manuals
• The inadequateness of brand manuals noticed by Kapferer (2011) was
confirmed in the empirical research.
• Generic Brand Manuals vs. Specific Design Manuals
• Brand Manuals are for Marketing
• The evolution of Branding
• From a Marker to a Proposition
• Marketing Evolution
• Increased Transparency and the need to deliver the Brand
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Findings:
• A New Branding
• Focus on the Customer Experience
• Need to Engage all Stakeholders (within and with out the company)
• Corporate Issues
• Need for organizational support
• Culture issues
• Internal vs. External values – experience the brand internally
• The Current New Service Development Process
• Coping mechanisms
• Need for shared and formalized view of the experience proposition
SERVICE BRANDING
THE BRAND EXPERIENCE MANUAL: ADDRESSING THE GAP BETWEEN BRAND
STRATEGY AND NEW SERVICE DEVELOPMENT.
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SERVICE BRANDING
EXPERIENCE
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Different Views of the Concept
§ Phenomenological - Perception
§ Interaction - Moment
§ Economic Offering
• Extraordinary Experience
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SERVICE BRANDING
EXPERIENCE
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Service Dominant Logic
§ Phenomenological view of Experiences
§ Focus on customers’ perceptions
• Experience is the outcome from the interaction – product,
service, ‘experience’
• Whether planned or not, there is always an experience
• There always is on experience
• Experiences cannot be designed – but enabled
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EXPERIENCE
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Two Selves
§ Experiencing Self
§ Remembering Self
• It is the remembering self that influences your decision
• TED Talks - The riddle of experience vs.
memoryhttps://www.ted.com/talks/daniel_kahneman_the_riddle_of_experience_vs_
memory
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EXPERIENCE
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Experience and Meaning
“People do not perceive pure forms, unrelated
objects, or things as such but as meanings”
(Krippendorff, 1989, p.12)
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EXPERIENCE
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Experience and Meaning
§ As phenomenological responses to events, experiences are
the customers’ interpretation of the meanings communicated
through the interaction
• Experiences are not only good and bad
• Experience is not the same as satisfaction
• It is this meaning proposition that differentiates an offering from
the competitors’
• It is this perception that creates value
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SERVICE BRANDING
EXPERIENCE
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Experience and Meaning
https://www.youtube.com/watch?v=Hbib-A6NpW8 https://www.youtube.com/watch?v=a4JdQi60an0&t=1s
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EXPERIENCE - BRAND
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What defines the Experience?
“Engineering an experience begins with the deliberate
setting of a targeted customer experience and results in
the successful registration of that perception on
customer`s minds”
(Carbone and Haeckel, 1994, p.9).
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BRAND – KEY CONCEPTS
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What is a Brand?
§ Brand Identity
• “A set of associations the brand strategist seeks to create or maintain”
(Aaker, Joachimsthaler)
• For Grönroos brand identity describes the image the marketer wants to
create. The brand is in fact the image, the customers perception.
§ Brand Image
• “The current brand`s association” (Aaker, Joachimsthaler)
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BRAND – KEY CONCEPTS
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“A brand is the identity of a good, or a service, which a
marketer wants to create, whereas the brand image is the
image of the good, or service, which is formed in the
customer`s mind”
(Grönroos)
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BRAND – KEY CONCEPTS
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Customer Based Brand Equity (Keller)
“The premise of the CBBE model is that the power of a
brand lies in what customers have learned, felt, seen, and
heard about a brand as a result of their experiences over
time”
• The brands reside in the customers mind as a network of meaning
associations
• Marketers have to ensure that customers have the right experience
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BRAND – KEY CONCEPTS
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Brand Associations
“A brand association is anything “linked” in memory to a
brand... The association not only exist but has a level of
strength. A link to a brand will be stronger when it is
based on many experiences or exposures to
communication, rather than few. It will also be stronger
when it is supported by a network if other links”
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BRAND – KEY CONCEPTS
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What is a Brand Equity?
§ Brand awereness consists of brand recognition and brand recall
• Brand recognition – confirm prior exposure to the brand (assisted)
• Brand recall – retrieve the brand from the memory (non-assisted)
§ Brand image is created by maerkting programs that link string and
favorable associations to the brand in memory
§ Brands are only relevant when they are powerful enough to
influence customers’ preferences and attitudes
• It is this power to influence customers’ choices that creates value to the
brand – the projected profits discounted to the current value
(Interbrand)
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BRAND – KEY CONCEPTS
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“A brand is said to have a positive brand equity when
customers react more favorably to a product and the
way it is marketed when the brand is identified than
when it is not”
(Keller)
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BRAND – KEY CONCEPTS
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Brand as Identity
• The brand is a promise that is communicated trhough the
touch-points
• Brand identity as the brand manifestations, the visual and
verbal expressions of the brand
• “Visual identity triggers perceptions and unlock associations”
• When is it needed: New company, new name, revitalizing the
brand, creating and integrated system, company merge.
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BRAND – KEY CONCEPTS
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Developing a Brand Identity
§ Strategic Brand Analysis:
• Customer Analysis
• Who are you serving
• Competitors Analysis
• What is the best position
• The threats and opportunities
• Self Analysis
• Internal capabilities
• Key competencies
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BRAND – KEY CONCEPTS
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Post-Modern Brand
“From having been a mere marker that identifies the
producer or the origin of a product, today the brand has
become the sign that is consumed”
(Salzer-Mörling and Strannergård)
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BRAND – KEY CONCEPTS
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Evolving Marketing Practices (Goodyear)
Stage 1 – Seller`s Market – Consumer has pretty much no choice
Stage 2 –Marketing – Competition starts
• functional differentiation
• where classic branding transition happens
Stage 3 – Classic branding
• Emotional differentiation
• Brand awareness
Stage 4 – Customer Driven marketing
• Image/sign building
• The consumer starts to own the brand
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BRAND – KEY CONCEPTS
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Evolving Branding Practices (Goodyear)
Classic Branding
• Unbranded
• Brand as reference – quality and label
• Brand as personality – emmotional connection
• Brand as icon – image and symbolism
Post Modern branding
• Brand as company – integrated communications
• Brand as policy – social and political agenda
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BRAND – KEY CONCEPTS
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Evolving Brand
§ The role of the brand is evolving, this doesn’t mean that the
previous role is no longer necessary, but mostly that a new
layer of complexity has been added
• Brand as a marker
• Brand as identity
• Brand as sign (image)
• Brand as relationship
• Brand as the corporation
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BRAND – KEY CONCEPTS
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Brand Relationship
“The brand is created in the mind of the customer
following a flow of brand contacts – interactions between
customers and supplier or service provider, including
physical products, service processes, information, etc.,
and planned marketing communication elements – in the
ongoing relationship between two parties”
(Grönroos)
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BRAND – KEY CONCEPTS
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Brand Relationship
§ Service oriented view
§ It is created in the interactions between consumers and the
brand`s touch-points over time.
§ All touch-points influence the customers perception
• Unplanned communication – Internet chat groups, word of mouth, TV
news
• Planned communication – Advertisement, events, mailing
• Product message – Appearance or products, ease of use
• Service message – Personnel, service recover
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BRAND EXPERIENCE
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Experience – Meaning (over Relationships)
“Neural network models are based on the principle that the
brain stores engrams by strengthening connections between
different neurons that participate in the encoding of an
experience. When we encode an experience, connections
between active neurons are reinforced, and this specific patter
of brains activity constitutes the engrams”
(Batey)
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BRAND EXPERIENCE
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Meaningful Brand Experiences
§ Brand Experience – similarly to the concept of experience
• Phenomenological – Remembering Self
• Interaction – Experiencing Self
§ It is the experiencing self that informs the remembering self
• Although not always perfectly
• Through this interactions, the customers experience the brand
proposition
§ Supports a third view of experience - the brand as a meaning
proposition
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BRAND EXPERIENCE
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Meaningful Brand Experiences
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DIFFERENT VIEWS OF BRANDING
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Brand Orientation
• Brands as strategic resource
• Brand Mission as the point of depature
• Market Orientation – the customer is king
• Brand Orientation – a new layer on the top of the customer
orientation where the customers needs are satisfied in a
brands framework
• Market orientation + resources orientation
• Long term (as oposed to market orientation short term)
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BRAND EXPERIENCE
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Brand Orientation
“Managing a brand-oriented company requires a certain
approach and brand competence. By focusing on brands, the
management combines and develops the resource base in
order to underpin the strategic brand, and vice-versa”
(Urde)
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding
§ Enabling the organization behind the brand
• Product brands are focused in the customer
• Corporate brands are focused at all stakeholders
§ The Post Modern Shift and Marlboro Friday
• Nike is a corporate brand that integrates a wide range of
activities
• Marlboro is still a Phillip Morris product
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding
“First and foremost, branding an enterprise is not the
same things as branding a product. And, although
corporate and product brands share some similarities,
assumptions about product branding can sometimes
leave the wrong impression of what corporate branding
entails”
(Schultz and Hatch)
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding
§ Branding an enterprise involves everyone that is important for the
company
§ Product brands marketing is short-term oriented, and corporate
brands focus on longer term brand building
§ Products try to build awareness, corporations, images and
relationships
§ Corporate brands marketing need a stronger brand-orientation than
product brands (consequence of the long term orientation)
• Corporate brand cannot only focus on the future, it has to look at its
heritage, they live with the corporation
• Product brands dies with products, and are easier to replace
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DIFFERENT VIEWS OF BRANDING
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VCI Alignment model
• Strategic Vision – corporate strategy
• Organizational Culture – employees reality
• Stakeholders Image – consumers and stakeholders perceptions
“The combination of vision, culture, and images
represents in one way or another everything the
organization is, says, and does”
(Schultz et al.)
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding
§ A shift from standalone products and services to the branding of the
organization itself
§ Corporate branding can be seem as a move toward a more
integrated relationship between internal and external stakeholders
§ Create coherence across organization
§ Aligning organizational culture, strategic vision and stakeholder
image in an organizational identity
§ Who the company is, how it`s different and engage stakeholders
§ Corporate branding as cross-disciplinary and cross-functional
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding
“Corporate branding can be best described as the
process of creating, nurturing, and sustaining a mutually
rewarding relationship between a company, its
employees, and external stakeholders”
(Schultz et al.)
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding
• The ultimate brand management has to deliver a consistent and
distinctive customer experience
• Strong organizations stress the role of organizational culture in
promoting on-brand customer service behaviors, sustaining lasting
effects
• Successful service brands stress the role of their people in
delivering a distinctive brand experience
• Balance external proposition with internal values, making a link
between brand, culture and customer experience
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding
Even in the most Orwellian world, the company cannot
control all these touch points
• A brand is a promise of future performance and experience
• Whether this promise is delivered or not affect the relationship building
• Service delivery is the only way to control the brand, and again, the best
way to achieve consistency here is by empowering the employees
• The image cannot be controlled
• Several different elements influence the image
• Many outside the corporation
• Increasing number of interaction in service and product delivery
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding
“Brands should be both a source of differentiation and a
promise of performance. The presentation of the brand is an
element in the way customers perceive the brand, but it`s not
the brand itself. Rather, a brand is something that exists in
people`s minds”
(Ind)
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding – Service Context
§ Dominance of Service Industry
• Recent deregulation, privatization and break of monopolies
• Increased competition in many service industries
• Global expansion and cultural issues
“The services sector has become a dominant force in the economy of
many Western countries and has created a wealth of new jobs: in the
UK two-thirds of the workforce are now employed in service
companies, in the USA three quarters”
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DIFFERENT VIEWS OF BRANDING
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Service – It is a Spectrum, not a Bipolarity
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DIFFERENT VIEWS OF BRANDING
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Service Marketing
§ IHIP Characteristics
• Tangibility
• Heterogeneity
• Inseparability
• Perishability
§ IHIP constitute the main received wisdom in service marketing
§ However, some approaches now consider it dated, and no longer
relevant
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding – Service Context
“A brand is a cluster of functional and emotional values
which promises a unique and welcome experience”
(de Chernatony)
§ Proposing a balanced perspective
• Traditionally brand management has taken an external perspective
• With the grown of service sector and greater interaction between
customer and staff the author proposed a balanced perspective
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding – Service Context
“… brand management, or managing promises, is not
primarily about focusing on customers. Instead, a more
balanced perspective is needed by also focusing on staff.
If staff are genuinely committed to a set of values, they
are more likely to deliver the brand`s promise”
(de Chernatony)
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DIFFERENT VIEWS OF BRANDING
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Corporate Branding – Service Context
• Brands exist in a continuous process where senior
managers specify the brands core values, which are enacted
by the staff for customers` interpretation and redefinitions.
These consumers actions will inform the managers on how
to update the brand values.
• It is in the ongoing interaction between customers and staff
that the brand lives
• The importance of aligning internal and external values
• Culture as a glue that can link geographically disperse staff
• Focus on internal culture reduces variability of the service
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DIFFERENT VIEWS OF BRANDING
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Brand Equity – Service Context
“Service companies build strong brands through branding
distinctiveness and message consistency, by performing
their service well, from reaching customers emotionally,
and by associating their brands with trust”
(Berry)
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DIFFERENT VIEWS OF BRANDING
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Brand Equity – Service Context
Image from Berry (2000)
