MKTG3311 Chapter Notes - Chapter 4: Brand Equity, Liquid Oxygen, Service Design
Document Summary
Lo2: be familiar with the flower of service model. Lo3: know how facilitating supplementary services relate to the core product. Lo4: know how enhancing supplementary services relate to the core product. Enhancing supplementary services: enhancing supplementary services add value for the customer. They include consultation, hospitality, safekeeping and dealing with exceptions. Lo5: understand branding at the corporate and individual service product level. Most service firms offer a line of products, with each one having a different combination of service attributes and their respective performance levels. Branding of individual service products is used to increase the tangibility of the service offering and value proposition. Lo6: examine how service firms use different branding strategies. Firms can use a variety of branding strategies, including: branded house: applying a brand to multiple, often unrelated services (e. g. virgin. Lo7: understand how branding can be used to tier service products.
