Journal of the Academy of Marketing Science

, Volume 28, Issue 1, pp 128–137

Cultivating service brand equity

  • Leonard L. Berry


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.


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Copyright information

© Academy of Marketing Science 2000

Authors and Affiliations

  • Leonard L. Berry
    • 1
  1. 1.Texas A&M UniversityUSA

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