This document discusses service branding. It defines what a brand and service are, and notes the key characteristics of services that affect marketing: intangibility, inseparability of production and consumption, heterogeneity, and perishability. It introduces a service branding model which states that brand equity for services is based more on service performance and human interaction than product branding. The model has three components that influence brand equity: the presented brand controlled by the company; external brand communications uncontrolled by the company; and the customer experience with the brand through employees and participation.

1. Service Branding
Farzad Kheiriasl – Iraj Amini

2. Content
 Brand
 Service
 Service Branding Model

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. What is a brand ?
Branding is a combined effort of the company which is
projected to the consumer.
Company Brand Consumer
Marketing
Design

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. Elements of Brand

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. The 4 main characteristics affect service marketing:
• Intangibility
• Inseparability of production and consumption
• Heterogeneity
• Perishability
Service

9. De Chernatony and McDonald
Service

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. 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. Service Branding Model

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. 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. 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. 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. 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. 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. 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. 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