NDLI: Cultivating service brand equity

Content Provider	Springer Nature Link
Author	Berry, Leonard L.
Copyright Year	2000
Abstract	In packaged goods, the product is the primary brand. However, with services, the company is the primary brand. This article, based on primary research with 14 mature, high-performance service companies, makes a case for service branding as a cornerstone of services marketing for today and tomorrow. The article presents a service-branding model that underscores the salient role of customers' service experiences in brand formation. Four primary strategies that excellent service firms use to cultivate brand equity are discussed and illustrated. Branding is not just for tangible goods; it is a principal success driver for service organizations as well.
Starting Page	128
Ending Page	137
Page Count	10
File Format	PDF
ISSN	00920703
Journal	Journal of the Academy of Marketing Science
Volume Number	28
Issue Number	1
e-ISSN	15527824
Language	English
Publisher	Springer-Verlag
Publisher Date	2000-01-01
Publisher Institution	Academy of Marketing Science
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Business/Management Science Marketing Social Sciences
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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Cultivating service brand equity