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Building a Services Brand: Stages, People and Orientations

Author

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  • Leslie de Chernatony
  • Susan Drury
  • Susan Segal-Horn

Abstract

This article examines the services-brand-building process, based on depth interviews with leading-edge brand consultants. A model is posited of the factors involved when building a services brand from scratch. Insights about those involved in the services-brand-building process are provided along with a consideration of the impact of the organisation's internal/external orientation. The results show that, in comparison with the goods model, more work is required in terms of organisational culture and internal branding when building services brands. It is recommended that organisations utilise cross-functional teams, a strong customer orientation and a brand-supporting culture to maximise the success of their services brand.

Suggested Citation

  • Leslie de Chernatony & Susan Drury & Susan Segal-Horn, 2003. "Building a Services Brand: Stages, People and Orientations," The Service Industries Journal, Taylor & Francis Journals, vol. 23(3), pages 1-21.
    • Handle: RePEc:taf:servic:v:23:y:2003:i:3:p:1-21
    DOI: 10.1080/714005116
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    Cited by:

    1. Piha, Lamprini & Papadas, Karolos & Davvetas, Vasileios, 2021. "Brand orientation: Conceptual extension, scale development and validation," Journal of Business Research, Elsevier, vol. 134(C), pages 203-222.
    2. Riedmeier, Julia & Kreuzer, Maria, 2022. "Me versus we: The role of luxury brand managers in times of co-creation," Journal of Business Research, Elsevier, vol. 145(C), pages 240-252.
    3. Schmidt, Holger J. & Mason, Roger & Steenkamp, Pieter & Mugobo, Virimai, 2017. "Does brand orientation contribute to retailers’ success? An empirical study in the South African market," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 210-222.
    4. Jeanes, Emma L., 2013. "The construction and controlling effect of a moral brand," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 163-172.
    5. Jara, Magali & Cliquet, Gérard, 2012. "Retail brand equity: Conceptualization and measurement," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 140-149.
    6. Ezgi Erkmen, 2018. "Managing Your Brand for Employees: Understanding the Role of Organizational Processes in Cultivating Employee Brand Equity," Administrative Sciences, MDPI, vol. 8(3), pages 1-15, September.
    7. Urde, Mats & Baumgarth, Carsten & Merrilees, Bill, 2013. "Brand orientation and market orientation — From alternatives to synergy," Journal of Business Research, Elsevier, vol. 66(1), pages 13-20.
    8. Erkmen, Ezgi & Hancer, Murat, 2015. "Linking brand commitment and brand citizenship behaviors of airline employees: “The role of trustâ€," Journal of Air Transport Management, Elsevier, vol. 42(C), pages 47-54.
    9. Porricelli, Matthew S. & Yurova, Yuliya & Abratt, Russell & Bendixen, Michael, 2014. "Antecedents of brand citizenship behavior in retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 745-752.

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