service branding
TRANSCRIPT
Service BrandingFarzad Kheiriasl – Iraj Amini
Content
BrandServiceService Branding
Model
“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 ?
What is a brand ?Branding is a combined effort of the company which is projected to the consumer.
Company Brand Consumer
Marketing
Design
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
Elements of Brand
“ 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
The 4 main characteristics affect service
marketing:
• Intangibility• Inseparability of production and
consumption• Heterogeneity• Perishability
Service
De Chernatony and McDonald
Service
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
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.
Service Branding Model
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
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
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
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
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
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
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
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