Service Brands

Insights on service brands

Service Brands

Kaleel Rahman and Charles S. Areni, International Journal of Market Research, Digital First, September 2015
Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation. Brand associations, a form of qualitative data, are common in measuring customer-based brand equity.

Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2015

This event report covers MasterCard's brand strategy on mobile - an approach being shaped by the concept of "mobility", rather than focusing on certain devices.

Euromonitor Profiles, July 2015
This Company Profile from Euromonitor provides key details and analysis of Royal Bank of Scotland. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the financial services market.

Stephen Whiteside, Event Reports, CMO Council Webinar, July 2015

This event report shows how Pershing, the solutions provider for financial-services companies, has overcome the challenges facing marketers when it comes to leveraging the latest technology.

Stephen Whiteside, Event Reports, Advertising Age Digital, April 2015
This event report outlines Burger King's approach to "storymaking", which is a distinct approach from the more traditional "storytelling" pursued by brands. While storytelling typically takes the form of brands pushing out narratives, storymaking involves entering conversations that have already gained digital traction organically.

Stephen Whiteside, Event Reports, Advertising Age Digital, April 2015

This event report addresses how Taco Bell, the quick-service restaurant chain, has refined its presence on social media.

Stephen Whiteside, Event Reports, Advertising Age Digital, April 2015

This event report discusses the measurement challenges facing brands, based on the experience of AT&T, the telecoms company.

Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2015

This event report discusses how Delta Air Lines determines its standing with consumers based on their holistic experiences, rather than just responses to its paid-media output.

Peter Sena, Admap, July/August 2015

This article argues that the digital landscape requires cross-functional teams and agile marketing practices, and gives examples of brands that are getting it right.



Service Brands

Theories and trends in branding services


Characteristics of successful services brands

An investigation of what constitutes service brands


Shangri-La Hotels & Resorts

Turning a human touch into business advantage


The evolution of services advertising

An analysis of progress and missed opportunities


Sex up service brands

Getting consumers to talk abut them passionately