ABSTRACT
As expressions of brand identities, all services are subject to the same basic brand building principles. For international brands, in particular, key to local market development is identity implementation, an issue of promise delivery through operational consistency. This chapter explains with three vignettes to illustrate several more under-researched, branding-relevant factors using examples of a university, a courier and a bank. A major but, to date, under-researched sector of services branding in Asia concerns hospitals, particularly those geared towards international medical tourists. In Thailand alone it has been estimated that well over one million people travel in to undergo eye-surgery, kidney dialysis, organ transplantations and sex-change operations, bringing earnings of over one billion euro into the economy every year. Aside from value-for-money considerations – and world-class expertise – Western and Middle-Eastern visitors (in particular) are attracted to seeking treatment in Southeast Asia due to wider cultural perceptions of caring, friendly and hospitable service.
