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Course: Marketing - Human Resources Management
Level: Graduate
Question:
Explain why it is different for branding a service versus a tangible product.
Developing brand strategies for a service brand requires special attention to the elements of branding and marketing.
Please use APA style if there are references.
Answer:
Brand is a name, term, sign, symbol or design (or a combination of some or all of these elements), intending to identify the goods of one seller or a group of sellers and to differentiate those of others. The basic objectives of branding are always the same. These objectives are as follows:
1) Create identification and brand awareness.
2) Guarantee a certain level of quality, quantity and satisfaction.
3) Help in promotion of the product.
Although the branding is observed in both the tangible goods and the services, it is very difficult to brand the services. The reason lies in their very nature.
The reasons for the difficulties of branding of the services can be presented as follows:
The services are intangible, and as a result:
- A service can not be touched.
- Precise standardization is not possible
- There is no ownership transfer
- Production and consumption are inseparable
Apart from this, people are an important element in the services that are selected for marketing a product. The nature of services differs from person to person and unless the process is standardized, the branding becomes very difficult.
It is most important to remember that unless the product is standardized, it is nearly impossible to build an effective brand image. As standardization is very difficult when it comes to services, building a totally cohesive brand image is not always possible.
Branding attempts are done differently in the case of different service products. In the case of financial products, featured benefits are often lumped together under special offers or packages as means of creating the brand image. With mechanization, attempts are being made to free the services from the people elements that, up until now, were inseparable from branding attempts. In some cases, this is being achieved successfully. For example: the image the certain Universities are being used for branding a range of diverse educational products. In other cases, brand umbrellas are being used to unify the company image. This functions to successfully unify disparate objects, offers, and services under one single brand name or “look” that can appeal to a wider audience without being adjusted (too much) to multiple markets.
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