Image and Brand Transfer in the Service Industry (Paperback) (ISBN-13: 9783639101164)

Its brand and image have always been a core interest of a market-oriented company. It is important to define and maintain a company's competitive advantages in order to achieve superior results. It has become more and more difficult for companies to position their brands and to defend this positioning on the long run. A company must decide on the effective use of its resources to build up a strong brand. The brand name definitely is the core of a brand and shall create brand consciousness and brand loyalty. This applies especially for service companies where brands symbolise quality and continuity. Service quality must be considered as the basis of the competitive ability of a firm; core competencies have to be pointed out and the brand name must be fixed in the customers' minds. In this work it shall be illustrated how a service company can define its success factors and core com-petencies and how to make use of its resources and abilities in order to expand its business and transfer its brand image successfully.

Author: Sigrid Uray
ISBN-10: 3639101162
ISBN-13: 9783639101164
Publisher: VDM Verlag
Language: English
Published: 11/28/2008
Pages: 148
Format: Paperback
Weight: 0.46lbs
Size: 9.00h x 6.00w x 0.32d