Branding in the service economy

This article discusses the demands consumers make of service brands, and how this differs to demands made of product brands.

Branding in the service economy

Nigel HollisMillward Brown

Service brands lie somewhere in the middle of a continuum that runs from packaged goods at one end to raw material extractors at the other. The strength of your brand is most obvious when the other variables in the mix – sourcing of raw materials, manufacturing, distribution and the like – no longer yield significant competitive advantage. This is why packaged goods manufacturers invest so heavily in their brands. Consistent quality, minimal product differentiation and widespread distribution means that in most packaged goods categories effective brand building can make the difference...

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