An approach to branding services

Abstract

This paper provides an approach for branding a service. It accomplishes this by bringing together David Aaker's brand identity framework, the 7Ps of services marketing and the economic classification of goods. The 7Ps of services are product, price, place, promotion, physical evidence, process and people. The economic classification divides goods into search, experience and credence goods. Typical examples for search, experience and credence goods are a consumer durable, a restaurant and a doctor respectively. The branding efforts needed for each of these goods is different. The approach recommends what should be done in terms of 7Ps for each of the three types of goods and integrates this effort with their branding. © 2002, MCB UP Limited