Beyond the box: The intriguing challenges of branding service companies

Ida Cheinman and Susan Bishop

Journal of Brand Strategy, 2019, vol. 8, issue 2, 119-126

Abstract: Differentiating service-based companies is a difficult task, and the associated challenges have resulted in a plethora of similarly positioned brands within many service categories and, ultimately, the commoditisation of entire service industries. Defining the unique intangible value of a service offering is important to developing a differentiated service-based brand that creates a significant competitive advantage. Once the most compelling intangible is identified and its underlying value is articulated, service-based companies can begin the process of making that intangible value real for customers through both brand experience and marketing. This paper discusses how to put ideas into action when branding a services company, including understanding customer perceptions, exploring many different possibilities for branding, finding a meaningful essential idea and indoctrinating employees into the brand so that each employee acts as a brand ambassador.

Keywords: branding; brand strategy; brand experience; branding intangibles (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:8:i:2:p:119-126

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