BRANDİNG IN SERVICE MARKETİNG
WHAT IS THE BRANDING IN SERVICE MARKETİNG?
Brand is paramount in the product arena; it creates awareness, drives perception, and improves desirability. Brands with top-of-mind awareness have higher perceived value, which allows charging higher price points. Many service companies, however, have not embraced brand, because they believe it to be largely the domain of product companies. But many of the same basic marketing principles apply: brand drives perception, preference, top-of-mind awareness, higher fees, and so on. So why can't service firms reap the same benefits?
They can, when branding for a service firm is done right. In order to brand your service firm the right way and take advantage of the same benefits that product companies receive from great branding, there are four key distinctions between product and services branding strategy that you need to be aware of.
Four Keys To Launching Your Service Brand:
In order to brand your service firm the right way and take advantage of the same benefits that product companies receive from great branding, there are four key distinctions to consider.
1. Don't Mass Market To Your Target Market
Product companies sell to the masses through large scale advertising efforts. Following in the footsteps of these
companies, many service firms, when attempting to build their brand, start advertising to the masses as if they were
selling Wrigley's Spearmint Gum or Coca Cola. But for a service brand, this is a waste. It's not targeted enough, and it
costs too much, given the return that it provides. The dynamics of brand implementation are just different for service
companies. Service firms need consistent articulation of their value proposition across all touch points of the marketing
and sales process. While catchy jingles during primetime TV might work for a product company, they are simply
inappropriate for service firms. But the...
Please join StudyMode to read the full document