Cultivating service brand equity

被引:931
作者
Berry, LL [1 ]
机构
[1] Texas A&M Univ, College Stn, TX 77843 USA
关键词
Brand Equity; Service Company; Service Experience; Customer Experience; Brand Personality;
D O I
10.1177/0092070300281012
中图分类号
F [经济];
学科分类号
02 ;
摘要
In packaged goods, the product is the primary brand. However with services, the company is the primary brand. This article, based on primary research with 14 mature, high-performance service companies, makes a case for service branding as a cornerstone of services marketing for today and tomorrow. The article presents a service-branding model that underscores the salient role of customers' service experiences in brand formation. Four primary strategies that excellent service firms use to cultivate brand equity are discussed and illustrated. Branding is nor just for tangible goods; it is a principal success driver for service organizations as well.
引用
收藏
页码:128 / 137
页数:10
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