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| Author: | McDonald, M. H. B. Chematony, L. de Harris, F. |
| Title: | Corporate marketing and service brands: moving beyond the fast-moving consumer goods model |
| Journal: | European Journal of Marketing
2001 : VOL. 35:3-4, p. 335-352 |
| Index terms: | MARKETING SERVICE BRANDS |
| Language: | eng |
| Abstract: | The paper examines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the service sector, the appropriateness of corporate versus individual branding and how service organisations have challenged the traditional approach to business. By analysing the success and failure of corporate branding in financial services, illustrates how thinking about service branding needs to change. Outlines the differences between product and service branding and considers how the fast-moving consumer goods (FMCG) approach to branding needs to be adjusted for the services sector. Concludes with an examination of the roles that employees and consumers play in the delivery and strengthening of the corporate service brands. |
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