BRANDING OF SERVICES

INTRODUCTION
It is necessary to cultivate long-term customer loyalty. The purpose is to get the customer will become committed to the marketer. Cultivating a base of loyal customers is required. Customers switching occurs because the firms are not able to create hooks in their offers. e.g. if air travel service provided by competitors like Indian Airlines, Jet Airways, Kingfisher Airlines are perceived to be similar, customers are unlikely to hold an attitude of indifference to all.

DEFINITION OF BRANDING
A BRAND is defined by Philip Kotler as, a name, term, symbol or design or a combination of them which is intended to identify the goods & services of one seller or a group of sellers & to differentiate them from those of competitors.

B R A N D I N G S E RV I C E S
Branding

is a major strategic issue for service marketers. Marketers believe, it is not just naming a service, but there is something more in it. Branding begins with giving an identity to the service beyond the one it has within the trade cycles Service characteristics such as intangibility, variability & perishability make branding a strategic requirement in order to promote beliefs & values in the target market.

ADVANTAGES OF BRANDING
SERVICES

It provides corporate identity in recognition. It offers a powerful tool for relationship building. It helps to create an image of quality& consistency. It reduces price comparison. It keeps the current customer satisfied by developing in sustaining a unique service advantage. It encourages repeat usage using sales promotion. It support positioning strategy. New service offers get quick response. Market penetration become easy. It helps the customers to develop value perceptions.

CHARACTERISTICS OF A
GOOD BRAND NAME

CONTENTS OF ADVERTISEMENT MEDIA USED PERONALITIES USED SYMBOLS

DEVELOPING A BRAND IMAGE

PRODUCT PACKAGING

SPONSORING OF EVENTS
PRICE

DISTRIBUTION COMPANY

TYPES OF BRANDING
INDIVIDUAL BRANDS NAME BLANKET FAMILY NAME SEPARATE FAMILY NAME FOR ALL THE PRODUCTS COMPANY NAME ALONG WITH THE INDIVIDUAL NAME BRAND ATTRIBUTES BRAND IDENTITY BRAND CHAMPION BRAND CULTURE

B RAND VALUE PROPOSITION

A BRAND acquires powers from its customers or a market place.

Its customers are loyal & committed.

No other rival brand comes close to it to become

substitute.

SOME OF THE INDIA TRUSTED BRANDS IN THE

SERVICE SECTOR

A brand can seek relationships with its target audience on the basis of:

FUNCTIONAL BENEFITS

EMOTIONAL BENEFITS

SELF EXPRESSIVE BENEFITS

SERVICE CHARACTERISTICS & BRANDING PROBLEMS & SOLUTIONS

CREATING A STRONG SERVICE BRANDS

COURAGE TO BE DIFFERENT
DETERMINE YOUR OWN FAME EMOTIONAL CONNECTION INTERNALIZE THE BRAND

EXTENDING BRAND INTO SERVICES