Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 3 - 33 Offering a Branded Experience (1) Branding can be employed at both corporate and product levels Corporate brand: Easily recognized Holds meaning to customers Stands for a particular way of doing business Product brand: Helps firm communicate distinctive experiences and benefits associated with a specific service concept Moving toward branded customer experience includes: Create brand promise Shape truly differentiated customer experience Give employees skills, tools, and supporting processes to deliver promise Measure and monitor
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