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Cultivating Service Brand Equity
Leonard L. Berry
Texas A&M University
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 not just for tangible goods; it is a principal success driver for service organizations as well.
Journal of the Academy of Marketing Science, Vol. 28, No. 1,
128-137 (2000)
DOI: 10.1177/0092070300281012
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