IDEAS home Printed from https://ideas.repec.org/a/jct/journl/v5y2010i2p92-98.html
   My bibliography  Save this article

Service Branding a Necessity for Service Providers

Author

Listed:
  • Vikrant Chauhan

    (Assistant Professor, IIMT Group of Colleges, Meerut.)

  • Dr. Amit Kansal

    (Associate Professor, IIMT Management College, Meerut.)

Abstract

A Brand is a promise - The American Marketing Association defines brand as “a name, term, sign, symbol or any other feature that identifies one seller ’ s product or service as distinct from that of other sellers†. But in general Branding is traditionally associated with products according to their distinct features. And it is believed the services are not required branding as services are intangible, inseparable, heterogeneous and perishable. We believe that these special features of service make it difficult for a prospective customer to evaluate a service before purchase, as is possible in the case of a product. Therefore, branding a service becomes even more important than branding a product, so that the brand communicates a promise and evokes trust in prospective customers. This article will aim at the issue of service branding.

Suggested Citation

  • Vikrant Chauhan & Dr. Amit Kansal, 2010. "Service Branding a Necessity for Service Providers," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 5(2), pages 92-98, October.
    • Handle: RePEc:jct:journl:v:5:y:2010:i:2:p:92-98
    as

    Download full text from publisher

    File URL: https://www.jctindia.org/index.php/jct/article/view/o10-vcak
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    PRivate institutions; Turnovers Retention; Job Satisfaction; Lecturee.;
    All these keywords.

    JEL classification:

    • A0 - General Economics and Teaching - - General
    • C0 - Mathematical and Quantitative Methods - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:jct:journl:v:5:y:2010:i:2:p:92-98. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Himanshu Agarwal (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.