Characteristics of Successful Services Brands

An investigation of what constitutes `service brands'. This is an under-researched area, since most existing literature and models of branding are based on product brands.

Characteristics of Successful Services Brands

Prof. Leslie de Chernatony, Open University Business School Sajid Khan, Open University Business School and  Prof. Susan Segal-Horn, Canterbury Business School

Introduction

In Europe and other developed economies, the service sector accounts for approximately two thirds of GDP (Lovelock, Vandermerwe and Lewis 1999), Despite this, only 25 of the worlds top 100 brands are services brands (Kochan 1996). That discrepancy may in part be explained by the lack of models to help managers to develop services brands. The literature on branding and existing branding models are based largely upon the characteristics of...

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