Service Brands

Insights on service brands

Service Brands


Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014

This event report looks at how the easyJet airline turned around a brand that had pioneered a new budget market but which had subsequently lost focus.


Lena Roland, Event Reports, Marketing Society Annual Conference, November 2014

This event report considers some of the different approaches companies are taking with regards to technological innovation.


Euromonitor Profiles, December 2014
This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc. Included is a strategic evaluation with key facts about the Irish company, competitive positioning against comparative brands, and assessment of its position in the travel market.

Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report breaks down how SunTrust, the financial-services provider, discovered and activated its brand purpose.


Charles Young and Adam Page, Journal of Advertising Research, Vol. 54, No. 4, 2014
The current research used McDonald's data to explore the relationship between advertising quality and sales growth. Based on a 6.5-year dataset involving more than 180,000 consumer interviews, the researchers found that nearly half of McDonald's sales growth could be explained by variables related to advertising quality.

Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, March 2014

This article demonstrates how cognitive biases and heuristics impact human responses by using the example of the UK public's response towards the weather seen during the winter of 2013/14.


Dan Bye, Justin Graham and Ben Cooper, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Optus, the mobile network, created shark detecting technology to demonstrate its network coverage.


Fabio Buresti, Account Planning Group - (Australia), Silver, Strategic agency of the year, Best brief, Creative Strategy Awards 2014

This campaign promoted Boost Mobile, a prepaid brand that resells mobile services, in Australia by reframing the conversation around the category.


Bijal Pathak and Spencer Moody, Warc Prize for Innovation, Entrant, 2014

This case study describes how fast-food company KFC Arabia capitalised on the hunger pangs of a TV star to create a significant increase in footfall throughout the region.

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