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| Author: | Dobree, J. Page, A. S. |
| Title: | Unleashing the power of service brands in the 1990s |
| Journal: | Management Decision
1990 : VOL. 28:6, p. 14-28 |
| Index terms: | SERVICE INDUSTRIES CUSTOMERS QUALITY BRANDS CONTRACTS |
| Language: | eng |
| Abstract: | Three principles are presented to help companies to achieve sustainable, differentiated service in the 1990s. The "service brand" concept is introduced and the contrast made between a service brand and the conventional product brand. Practical methods to mobilize company-wide support for the service brand are described. The essential nature of brand contracts is outlined with a view to the environment where forming a strong service network is of crucial importance. Examples and case stories are presented. The power of service brands is demonstrated. Some internal barriers to brand building are specified. It is shown that branding is increasingly being used to differentiate services. |
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