6. Developing Services Brands

Question 1

Key Characteristics of a Brand

Answer 1

• Consistency
• Reduce level of perceived risk (Intangibility, experience qualities)
• Offer functional and emotional attributes which are of value to buyers

Question 2

Positioning the Brand

Answer 2

• Organisation defined in terms of similarity/ dissimilarity to competitors
• PoP: Points of parity
• PoD: Points of difference
• Aim to position new product to meet needs of defined market segments
• Need to identify current and potential competitors

Question 3

Repositioning

Answer 3

May be needed because:

• Original position was inappropriate/ wrong
• Nature of customer demand changed
• Service provider seeks to get a more profitable market segment