TITLE

Building services brands

AUTHOR(S)
de Chernatony, Leslie
PUB. DATE
January 2003
SOURCE
Brand Strategy;Jan2003, Issue 167, p33
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Presents the key elements and a model to build a successful service brands. Identification of external opportunities; Definition of brand; Consideration of the feasibility of brand; Advantages of ensuring internal commitment; Structure of the organizational resources; Description of the service brand model.
ACCESSION #
8870436

 

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