Service Brands

Insights on service brands

Service Brands


Nina Keller and Sebastian Prassek, ESOMAR, Qualitative, November 2014

This paper describes the effects and benefits of games in qualitative research, including increased engagement and better quality insights, using an example of research by German bank ING-DiBa to uncover new customer insights.


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report shows how The Cosmopolitan Hotel of Las Vegas and United Airlines created a new media channel to connect with flyers travelling to the city.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how Bank of America embarked on a transformative repositioning effort by tapping into the expertise of a diverse range of stakeholders, from politicians and community leaders to employees at all levels of its organisation.


Low Lai Chow, Event Reports, Asia's Customer Festival, October 2014

This event report explains how DBS, the bank, is using data analytics and taking inspiration from other industries to innovate and grow in Asia.


Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This event report reveals how British Airways, the air carrier, discovered a revenue-generating opportunity through the intelligent use of analytics - winning a Grand Prix for the Jay Chiat Awards for Strategic Excellence as a result.


Rahul Chawra , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Qatar Airways used a contest on social media to generate online buzz in Singapore.


Vibha Gupta, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Metlife, the insurance provider, used a partnership with a trusted Indian bank to increase brand preference and consideration.


Cairo Marsh and Mark Leong, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how McDonald's, the fast food chain, made its existing mobile loyalty programme in Japan more effective by leveraging user data.


Vanich Jirasuwankij, Nuntaporn Laoruangroj and Chanya Sutthienkul, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how KFC, the fast food chain, created an online platform for good deeds aimed at teens in Thailand.

WARC RECOMMENDS


WARC BRIEFING

Service Brands

Theories and trends in branding services


RESEARCH PAPER

Characteristics of successful services brands

An investigation of what constitutes service brands


CASE STUDY

Shangri-La Hotels & Resorts

Turning a human touch into business advantage


RESEARCH PAPER

The evolution of services advertising

An analysis of progress and missed opportunities


ARTICLE FOCUS

Sex up service brands

Getting consumers to talk abut them passionately