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Service branding


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service branding

Published in: Marketing
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Service branding

  1. 1. Service Branding Farzad Kheiriasl – Iraj Amini
  2. 2. Content  Brand  Service  Service Branding Model
  3. 3. “A name, term, sign, symbol or design, or a combination of them, which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of their competitors”. American Marketing Association “A name, logo, or symbol that evokes in customers a perception of added value for which they will pay a premium price.” John Torella, J.C. What is a brand ?
  4. 4. What is a brand ? Branding is a combined effort of the company which is projected to the consumer. Company Brand Consumer Marketing Design
  5. 5. Branding Branding is the art of aligning what you want people to think about your company with what people actually do think about your company Branding is more than a name and symbol. A brand is created and influenced by people, visuals, culture, style, perception, words, messages, PR, opinions, news media and especially social media
  6. 6. Elements of Brand
  7. 7. “ A service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product”. - Kotler and Armstrong Service
  8. 8. The 4 main characteristics affect service marketing: • Intangibility • Inseparability of production and consumption • Heterogeneity • Perishability Service
  9. 9. De Chernatony and McDonald Service
  10. 10. De Chernatony and McDonald  When search qualities are high the consumers can identify and assess attributes of the offering before making a buying decision  Experience qualities are high when attributes of an offer can only be evaluated after use  Credence qualities are common in numerous services where consumers do not have sufficient knowledge to assess services, even after they have been consumed. Service
  11. 11. Service Branding According to Berry (2000) the service branding model does not differ in kind from that of products, only in degree. He argues that the main difference in building brand equity for products compared to services is the great importance of service performance, meaning human performance for services rather than machine performance for products.
  12. 12. Service Branding Model
  13. 13.  brand equity is based on brand awareness and brand meaning.  brand meaning has a greater influence on brand equity than brand awareness.  Brand awareness is primarily composed of the presented brand, but is also affected by external brand Communication.  Brand meaning is foremost affected by the customer's experience. Service Branding Model
  14. 14. Brand Awareness: Brand awareness has to do with the levels of knowledge customers have about a brand. brand awareness can be built up by two elements: company’s presented brand and external brand communications Service Branding Model
  15. 15. Brand Awareness: four different levels that show how aware a customer is of a certain brand:  unawareness  passive awareness  active awareness  top-of-the-mind awareness Service Branding Model
  16. 16. Brand Meaning: Brand meaning is what immediately comes into the customer’s mind when exposed to a brand. brand meaning is created primarily based on the customer’s experience Service Branding Model
  17. 17. Presented Brand: The company’s presented brand is the communication that the company controls and that is intended for the customers to see. core elements of the presented brand:  Name  Advertising  Symbolic associations Service Branding Model
  18. 18. External Brand Communications: External Brand Communications is the information about the company that is uncontrolled by the company itself. core elements of the External Brand Communications:  Word-of-Mouth  Publicity Service Branding Model
  19. 19. Customer Experience with Company: The customer experience with the company has the most influential impact on brand meaning and can be affected by several factors. The components most often brought up as influencing the experience are the employees and the customers, and the relationship between the two core elements of the Customer Experience:  Brand delivery through staff  Customer participation Service Branding Model
  20. 20. brand equity is “…a set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtracts from the value provided by a product or service to a firm and/or to that firm’s customers” Aaker Service Branding Model