Building a Services Brand

Building a Services Brand Essay example
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Ramakrishna Surampudi 06 August 2011 Building a Services Brand Introduction: A study points out that in 1989, 62.6% of the workforce in India was engaged in agriculture, 10.8% in industry and 15% in services. In stark contrast, in the same year, in the United States, 2.8% of the labor force was absorbed in agriculture, 18.4% in industry and 78.8% in services (Dash 109).


Striking a balance between the customer-centered approach and the internal orientation towards the centrality of staff is the key to the development of a service brand. This paper attempts an overview of the available literature on services brand building and then correlates it with the opinions of leading-edge brand consultants. Literature Review: The existing models of brand building, by and large, are biased towards the goods sector with little or no relevance to the services sector. Aaker’s brand identity planning model (Aaker et al. 40), Kapferer’s hexagonal brand identity prism model (Kapferer 182) or Ind’s insistence on organization-wide commitment and employee-centric approach (Ind 24) hardly has any principles that can have useful application in services brand building. However, the four-dimensional brand asset management strategy proposed by Scott M Davis (Shay 438) and the four-step process suggested by Gregory and Sellers focus on a combination of internal and external factors and are therefore worth considering in the present discussion. Davis’s model includes the phases of developing a brand vision, determining the brand picture, devising a brand asset management strategy and devising a supporting culture. ...
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