Warc Briefing: Service Brands

This briefing offers an overview of the history, theories and key trends related to Service Brands. It outlines the development of specific approaches to marketing service brands and identifies the key future pressures on this discipline including the need for ongoing customer dialogue, the rise of globalisation and the call for greater corporate transparency.

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.

Quick facts

  • 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.


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