Service Brands

Insights on service brands

Service Brands


Robert East, Mark Uncles, Jenni Romaniuk and Francesca Dall'Olmo Riley, International Journal of Market Research, Vol. 57, No. 3, 2015
Factors that occur before word-of-mouth (WOM) production are examined, using an influential typology established by Mangold et al. (1999). We conduct two surveys, each covering four service categories, and measure the factors associated with both positive and negative word of mouth.

Stephen Whiteside, Event Reports, TechCrunch Disrupt NY, May 2015

This event report shows how Postmates, the on-demand delivery service, has built its business by encouraging "bottom-up" and "top-down" demand among consumers and brands respectively.


Phong Huynh, Alena Rossini, Desmond Chan, Kalidas Ashok and Laurenz Koehler, ESOMAR, Asia Pacific, Singapore, May 2015

This paper illustrates how a segmentation study was conducted for Celcom, a Malaysian telecoms business, using a creative approach that embedded the findings throughout the organisation.


Richard B. Silberstein, Geoffrey Nield, Peter Pynta and Shaun Seixas, ESOMAR, Asia Pacific, Singapore, May 2015

This paper introduces the idea of 'conceptual closure' in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness.


Joseph Clift, Event Reports, iMedia Summit, April 2015

This event report considers some of the practicalities of marketing in today's complex world; primarily the need for marketers to be prepared to "let go" of their communications.


Joseph Clift, Event Reports, iMedia Summit, April 2015

This event report looks at how fast food brand KFC revamped its image in the UK with a new marketing strategy that embraced neuroscience, store redesign and a high-risk documentary.


Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report details how Airbnb, the online accommodation rental service, is leveraging marketing at a time of rapid growth.


Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report covers Esurance's approach to taking calculated risks as it strives to outmanoeuvre larger rivals within the auto insurance space.


Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report demonstrates how Wells Fargo, the financial services group, has sought to become a trusted source of advice for lesbian, gay, bisexual and transgender (LGBT) customers.

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