Services brands' values: internal and external corporate communication

Abstract

As services brands are a cluster of values, we explore the way in which values are communicated to both customers and staff. This work is based upon a literature review and themes highlighted from depth interviews with leading edge services branding consultants. Values tend to be communicated to consumers via their experience of the brand as a whole, including their interactions with employees, external brand communications and the tangible elements of the service offering. For employees, values are communicated via HR practices and polices, internal and external brand communications and the example set by senior managers