Cultivating service brand equity
Cite this article as: Berry, L.L. J. of the Acad. Mark. Sci. (2000) 28: 128. doi:10.1177/0092070300281012 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.
Leonard L. Berry holds the JCPenney Chair of Retailing Studies and is a Distinguished Professor of Marketing and Director of the Center for Retailing Studies at Texas A&M University. A former national president of the American Marketing Association, he is the author of Discovering the Soul of Service and On Great Service and coauthor of Marketing Services and Delivering Quality Service, all published by Free Press (New York). He received the 1996 Career Contributions to Services Marketing Award from the American Marketing Association. He also has been recognized twice with the highest honors Texas A&M bestows on a faculty member: the Distinguished Achievement Award in Teaching (in 1990) and the Distinguished Achievement Award in Research (in 1996). He is a board member of CompUSA, Genesco Inc., Hastings Entertainment, and Lowe's Companies, Inc. References
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