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Paper submitted to European Journal of MarketingTHE CRITERIA FOR SUCCESSFUL SERVICES BRANDS

By De Chernatony and Susan Segal-horn

Abstract

There are surprisingly few valuable services brands, which may be due to the lack of services branding knowledge and the inappropriate use of product based branding advice. To contribute to services branding knowledge we firstly undertook a review of the services management and services branding literature, followed by depth interviews with 28 leadingedge consultants. We found a need for ruthless clarity, not just about the positioning of the services brand, but equally about the corporation’s genuinely felt values. Success is more likely when everyone internally believes in their brand’s values. When management behaviour is based on genuine conviction, shared values are likely. Through shared values, there is a greater likelihood of commitment, internal loyalty, clearer brand understanding, and importantly, consistent brand delivery across all stakeholders

Year: 2000
OAI identifier: oai:CiteSeerX.psu:10.1.1.199.4919
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