Warc Briefing: Service Brands
Definition: Service branding covers the simultaneous delivery of an intangible benefit or product and of the service provider's brand promise.
- The service sector accounts for about two thirds of economic activity in developed economies.
- 80% of US consumers prefer face to face customer service.
- Customers who have had a service experience in the last three months tend to report 10% more satisfaction.
History and future outlook
Service branding is the China of the marketing world: too big to ignore and too challenging to take as read.