Building Strong Service Brands

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Building Strong Service Brands A. The Basics 1.
Importance of Brand in Services 2. Customer-based
Brand Equity Sources Brand Awareness Brand
Image
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Four Steps

• 1. Identity
• 2. Meaning
• 3. Response
• 4. Relationship

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Brand Building Blocks

• Brand Equity Pyramid (Keller 2008, p. 60)
• Level1 Salience

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• Level 2
• Performance
• Service Quality-
• Functional Needs

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• Level 2
• Imagery- Psychological/ Social Needs
• 1. User Profiles
• 2. Purchase / usage situations
• 3. Personality and values
• 4. History, heritage, experiences

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• Level 4
• Judgments
• Feelings
• Level 5
• Resonance- Loyalty, Attachment

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• B. Brand Positioning
• Defined A distinct and valued place
• in the customers mind.
• 1. Target Market
• 2. Competition
• 3. Points of Parity and
• Points of Difference

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• 4. Guidelines
• Competitive Frame
• Points of Parity and Difference
• Commercial Position

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• C. Brand Elements (Identities)
• Defined Trademarkable devices that serve to
  identify and differentiate the brand.

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• Brand names, URLs, logos, symbols, characters,
  spokespeople, slogans, jingles
• Symbols
• Characters
• Spokespeople
• Slogans
• Jingles