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8/13/2019 Research Berry

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Building a Strong

Services Brand

Leonard Berry

Mays Business SchoolTexas A&M University

2005 AMA SERVSIG Doctoral Consortium


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Question

What do Mayo Clinic

and Starbucks

have in common?


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A Service Branding Model

Organizations

Presented Brand Brand Awareness

External Brand

Communications

Customer Experience

with Organization

Brand Equity

Brand Meaning


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Goods Versus Service Brands

Labor-Intensive Goods Brands

(Judith Leiber Handbags)

Equipment-Intensive Goods Brands

(Crest Toothpaste)

Labor-Intensive Service Brands

(Ritz Carlton Hotels)

Equipment-Intensive Service Brands(AT&T)


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Equipment-Intensive Labor-Intensive

Goods Brand Service Brand

Focal Brand Product Company or Person

Primary Sources Product People, Facilities,

of Benefit and Equipment

Quality Level Uniform Variable

Experience Relatively Few Numerous

Touchpoints

Production Site Not experienced Usually experienced

by customers by customers


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The more consequential,complex, and variable the

service, the more customersneed brand reassurance.


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A strong brand is a safe

place for customers.

Stan Richards, FounderThe Richards Group


8/27

For labor-intensive services,

the most important marketers

are the employees who

perform the service.


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Principles of Branding

Labor-Intensive Services

Orchestrate the Clues


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Customers always have an

experience when they interact

with an organization.

They cannot avoid one.


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Customers consciously and

unconsciously filter a barrage

of clues and organize theminto a set of impressions --

some rational, some emotional.


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Each clue carries a message

and the composite of cluescreates the total experience.


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Functional Clues

Clues emitted by the functionality

of the good or service.


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Mechanics Clues

Clues emitted by stimuli

associated with things --sights, smells, sounds, textures.


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Humanics Clues

Clues emitted by stimuli associated

with people -- choice of words, toneof voice, level of enthusiasm,

appearance, body language.


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Clue Categories

Functional

Mechanics

Humanics

Rational perceptions ofbenefits/burdens

Emotional perceptions of

benefits/burdens


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A Lesson to Remember

Excellent mechanics clues

cannot overcome

poor humanics clues


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Services branding requires

orchestrating clues to tellthe services story.


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Connect Emotionally


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The truth is, what makes a

brand powerful is the

emotional involvement ofcustomers.

Charlotte Beers

Retired Advertising Executive


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Emotional connection

requires values

alignment between

brand and customers.


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Authenticity

Generosity

Kindness

Honesty

Personal Relationships

Innovations

Emotional Connectors


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Services with Most or All of these

Characteristics Offer the Best Opportunityto Create an Emotionally-Rich Brand

periodically deliveredperiodically delivered personally importantpersonally important

interactiveinteractive

intimateintimate

complexcomplex

variablevariable

familyfamily--orientedoriented

P i i l f B di


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Connect Emotionally

Internalize the Brand


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Internal branding means

teaching, selling, and

reinforcing the desired

brand to employees.


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External brand

development requires

internal brand

development.


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Branding Labor-Intensive Services


Connect Emotionally

Internalize the Brand

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