ABSTRACT
The purpose of this chapter is to examine the issues associated with the creation and development of powerful service brands. It opens by considering the increasing importance of the services sector. By analysing the successes and failures of brands in the financial services sector, the chapter goes on to illustrate the major challenges associated with service branding. We outline the differences between goods and service branding and how the fastmoving consumer goods (FMCG) approach to branding services needs to be adjusted. Particular emphasis is placed on the intangible nature of services and how problems linked to intangible offerings can be overcome. The chapter ends by considering the roles of employees and customers in the delivery of the service brands and how these roles can be strategically designed to strengthen service brands.
