Building services brands

de Chernatony, Leslie
January 2003
Brand Strategy;Jan2003, Issue 167, p33
Trade Publication
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.


Related Articles

  • Top brands 'fall down on customer service'  // Precision Marketing;6/20/2003, Vol. 15 Issue 36, p2 

    Reports the top brands with the worst customer service in Great Britain. BT; Safeway Inc.; NTL Inc.

  • How to Spot a Vanishing Brand. Nucifora, Alf // njbiz;12/9/2002, Vol. 15 Issue 50, p22 

    Presents tips on detecting the approaching demise of a brand. Development of strained labor relations; Deterioration of customer service; Changes in the business strategy.

  • Giant Eagle Debuts Price Banner. Springer, Jon // SN: Supermarket News;12/8/2008, Vol. 56 Issue 49, p6 

    The article reports on the reopening of the former Tops supermarket under the new name of Valu King Food Market in Eastlake, Ohio. According to the article, the store, which is owned by Giant Eagle, offers meal staples as well as health and beauty items. In addition, it states that among the...

  • Experts' comments on 2002 and predictions for 2003.  // Brand Strategy;Jan2003, Issue 167, p39 

    Presents several comments of marketing executives and consumers over the state of branding strategy sector in 2002 and 2003 in Great Britain. Challenges faced by brand owners and managers in 2002; Continuance of rationalization of brand portfolios; Growth of consumer power in 2002; Effects of...

  • Filtrona Extrusion changes name to Pexco. Brock, Ed // Government Product News;Dec2009, Vol. 48 Issue 13, p30 

    The article reports that plastic products manufacturing firm Filtrona Extrusion Inc. has changed its name to Pexco, the brand name of its medical tubing products, in Tacoma, Washington. The move is done to emphasize unified approach in its multiple markets and production sites. Moreover, its new...

  • Mistakes we made. Lewis, Elen // Brand Strategy;Dec/Jan2004, Issue 178, p3 

    Presents several mistakes made by marketing executives. Caution against brand extension; Emphasis on the telling consumers the truth; Use of good products to support brands.

  • The Innovation Imperative. Dunn, Jeff // Executive Excellence;Mar2003, Vol. 20 Issue 3, p15 

    Focuses on the importance of innovation in corporate practices. Response to the demands and needs of consumers; Addition of value to brand; Importance of listening to and understanding consumers.

  • GCC Servicing Enters 2004 with a New Name and New Look.  // Mortgage Servicing News;Feb2004, Vol. 8 Issue 1, p18 

    Reports on the alteration of the business name of Glenn Computer Co. into GCC Servicing in Southfield, Michigan. Reflection of comprehensive approach to loan servicing automation; Emphasis on customer service; Provision of mortgage servicing solutions.

  • Service needs radical rethink. Nuttall, Claire // Grocer;4/20/2013, p27 

    The author reflects on the importance of customer service to the success of retailers and brand owners.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics