Service Service is an activity of perishable benefits that delivered from the accountable service provider’s mostly in close connection of service providers and generated by functions of technical system or distinct activities of individual. One of the challenges in marketing services is that they are less tangible than products and more likely to vary in quality depending on the particular person or people providing them. Branding a service can also be an effective way to signal to consumers that the firm has designed a particular service offering that is special & deserving of its name. 1. Regional unique ways to maximize service quality. 2. Build effective organizational community. 3. Expand brand image by increasing a full range of sign, symbol and logo. 4. Making effective communication programmed to enhance customer experience. 5. Family or individual brand helps to establish strong brand hierarchy. Additional guideline for services There are some challenges in service branding those are given in near below: Intangibility. Heterogeneity Inseparability Perish ability Goods Services Services branding implications tangible intangible Service brand can’t be patented. Service brand can’t be inventoried. Service brand can’t be readily displayed or communicated. Pricing service brand is difficult. Standardized heterogeneous Service brand face difficulties delivering on promises. Service brand quality depends on many uncontrollable factors. Inseparability Simultaneous production Customer participates on the service brand transaction. Employee may affect the service brand outcome. Customers may affect one another in the service brand transaction. Satisfaction of service brand is influenced by expected and perceived behavior of service provider’s customer. Mass production of service brands is difficult. Non-perishable perishable Service brands face challenges to build and sustain image and reputation to retain customers. Fluctuating demand can cause problem for branding services. . .Proposed service branding model: . Brand as product Brand as process Brand Brand as person Brand as symbol Brand as organization Researchers have identified a number of dimensions of service quality: a) Reliability-perform promised service dependably and accurately. b) Responsiveness-willingness/readiness to provide prompt service. c) Competence-possess knowledge and skill to perform the service. D) Access-approachability and ease of contact of service personal. e) courtesy-politeness, consideration and friendliness of service personal. f) communication-keeping customers informed linking to customers. g) credibility-trustworthy, believable and honest. H) security-freedom for danger risk or doubt. i) understanding/knowing customer-knowing customers need. j) Tangibles-Physical evidence of service. The five service dimensions customer care about: The five SERVQUAL dimensions are: * TANGIBLES-Appearance of physical facilities, equipment, personnel, and communication materials * ELIABILITY-Ability to perform the promised service dependably and accurately * RESPONSIVENESS-Willingness to help customers and provide prompt service * ASSURANCE-Knowledge and courtesy of employees and their ability to convey trust and confidence * EMPATHY-Caring, individualized attention the firm provides its customers. : 1.Lesson of listening-if we continuously learning about customers expectations, needs and wants then we easily identify what the customer really want and understand their perceptions. 2. Lesson of reliability-it is the most important dimension of improving service quality because here company at first priority their service and performed promised service dependably & accurately. 3. Lesson of basic service-company provides some basic service for their customers. They can try to provide service which they are promised, to understand customer needs and wants they use their common sense. They always updated current information about customers demand and determined value to the customers. 4. Lesson of service design-when they design they product at first they should know the customers perceptions and managing it’s many detail. 5. Lesson of recovery-To satisfy their customer company arranges some special service for them. They can handle easily any complain about their product or service they respond quickly and personally help customer to solve their problem & develop a problem resolution system. 6. Lesson of surprising customers- Surprising customers usually has uncommon swiftness, grace, courtesy, competence, commitment and understanding. 7. Lesson of fair play- Companies who provide service for customers they always try to build fairness to customers & employee and they make special effort to be fair. 8. Lesson of teamwork- Service Company delivers their employee motivation to increase their capability and team work is that which helps a company to provide service for their customers with great care & attentiveness. 9. Lesson of employee research- With the help of research with employee company must identify why service problem occurs and they try to find out possible solution of these problem. 10. Lesson of service leadership- If we assured inspired leadership overall the company effective product or service design system properly use of information &technology and slow to change, invisible, all powerful, internal force create then we get quality service from any company. Recommendations for improving service quality across service industry. Retailers Retailers are assumed to be irrelevant to the source of brand value for manufacturers with the result that manufacturer do not target retailers to help them build strong brands. On the other hand retailers may tend to focus on building their own private brands to differentiate themselves from other retail competitors and to increase their power in relation to manufacturer brands. On the other hand retailers also need to create a good image in the consumer marketplace by selling famous manufacturer branded products. In other words, retailers often have to sell famous brands even if they would prefer to sell other brands or their own. Powerful consumer brand not only provides value to the manufacturers and consumers but they also offer many obvious benefits to retailers. These benefits include- 1. Established consumer demand. 2. Favouable consumer attitudes towards the branded product found in their store. 3. A commitment from manufacturer to promote their products. 4. The credibility and image of the brand itself as an enhancement of the retailers own credibility & image. Brand equity therefore needs to be investigated from the retailers perspective, in order to provide a more complete understanding of the role of branding in marketing strategies. The soft drinks product category was selected for this study due to it being one of the most common type of products sold by the independent retail sector in Bangladesh which would ensure that all participants could easily share their opinions of the value of brands. . Brand equity plays an important role in the retailing content and it is comprised of three dimensions- Brand association. Brand trust. Brand loyalty. Brand association is reflected in the positive image of a brand in the retailers perception related to their needs and wants. This leads to a positive feeling towards that brand which is the trust a retailer holds in a manufacturer’s brand. As the result of a strong brand retailers commit to a long term business relationship with the brand manufacturer. Two of these three dimensions of retailer based brand equity are positively and significantly related to the brand performance at the retail outlets. Manufacturer support. Advertisement. Sales promotion. Trade promotion. Elements of retail based brand equity. 1. Branded a whole retailer store, it’s each and every department, all kinds of service or product. In this purpose create a brand hierarchy. 2. Frequently communication and demonstration enhance manufacturer brand equity. 3. Added value in the product selection, purchasing of delivery and establish brand equity by properly monitoring individual department all classes of product and the whole store. 4. Enhance experience of multichannel shopping. 5. Some times we that many retailers over brand their product it should be eliminated because it exaggerates of any product and it will not create a good result. Additional guidelines for retailers Small business Early branding of a small or emerging company is key to business success. It is the quickest way for your company to express what it is and what it can offer. Foe start ups and small business branding can often take a backseat to other considerations such as funding and product development. Most small business owners are confused with the term brand. You may think that only big corporations obsess themselves with branding. That is because even small business can find them with a strong brand name that will surely achieve great things for the company. However small business branding can be as complicated as creating a tagline or perhaps a logo. A small business brand should be about every thing that the business has done or is currently doing. Branding tips for small business- Building brand for a small business is a challenge because of their limited resources and budgets. Unlike major brands that often have more resource at their disposal, small business usually don’t have the luxury make mistakes and must design and implement marketing programs much more carefully. Here are some tips you can use to grow your brand with your customers. 1. The design of your logo really doesn’t matter. Would you choose MSN as your search engine over Goggle because of their logo? No, having a nice professional logo is great, but it very rarely increases sales. I’m all for a professional logo, but don’t think you need to spend a fortune on it. It’s more important to include your logo on every piece of communication. Put it on business cards, letterhead, envelopes, invoices, yellow page ads, building signage, newsletters, etc… 2. Have a professional website. It’s not just good enough to just have a website, you must reflect your brand image. If you’re known as a top notch photographer, the last thing you want is a website designed 10 years ago. It doesn’t reflect well on you. Everyone, yes everyone, uses the web today to check references. If someone recommends your service, you can almost guarantee that they will go online to look for you. Your website design should be updated at least every two years to stay current. 3. Blogs are good. Blogs help your business on multiple levels. First off, valuable content on a consistent basis will make you look like an expert. People are looking for experts, not apprentices. The software that powers blogs has multiple advantages. It’s very easy to publish. It’s a database driven environment where style is separate from content so you will not need to go back to your web design agency for every little change. And use of tags and sitemaps make basic search engine optimization easy. But the real reason blogs are great is that they enable conversation. Two-way dialog is much more valuable than a company that just dumps messaging and collateral on their customers. 4. Blogs are good, but they’re just one tool. A blog should not be your sole marketing strategy. You should have a comprehensive multi-touch marketing plan to get your value proposition in front of your target audience. This can take many forms. You can launch a direct mail campaign, email campaign, host a seminar, sponsor a local event, attend a trade show, attend networking events, cold call prospects, win awards, etc… There are a thousand different ways for you to be noticed. You have to find the best combination of methods for your strategic goals. Data shows that people need to be exposed to a brand at least seven times before they buy. If you simply do one touch and stop, you’re wasting valuable budget dollars and probably wondering why your efforts are not successful. 5. Prepare a one page corporate overview. This one pager will be vital as a leave behind when you meet a prospect. Use short sentences in short paragraphs – people like to read quickly. Also make it very conversational; it’s not a white paper. Your one page overview should include your value proposition, target audience benefits, previous audience experience and a mini-case study – and don’t forget your contact information. 6. Participate in local business events. And by participate, I mean be on a committee. Just showing up at events is great, but you’re just a face in the crowd. Ask to be on one of the committees. Believe it or not, it’s as simple as just asking most of time. Groups are looking for volunteer help and it’s a great way to elevate your status and visibility among the entire organization. 7. Do what you say you’re going to do. I know it may sound like common sense, but one of the primary drivers of brand loyalty is a consistent experience. If you say you’re going to have the photographs ready on a set day, be sure they are ready. Nothing leaves a bad taste in someone’s mouth like missed expectations. Positive experiences lead to good feelings which lead to telling their friends. But don’t forget that bad experiences spread much faster and are harder to overcome – if you get a chance at all. 8. Stand for something. People latch on to something they can understand and appreciate. If you’re trying to be everything to everybody, chances are you’ll attract no one. If you think it’s too controversial to choose a niche, remember the power of being seen as an expert. Experts are not good at everything; they’re awesome at one thing. This allows you to better position yourself and charge more for your services. People seek out experts, not generalists. 9. Realize that you’re not in control of your brand. That’s right; you only set the direction for your brand. Your actual brand image is determined by your audience. You can use these tips to ensure alignment between your desired brand image and your actual brand image in the minds of your customers. Branding isn’t a one shot deal; it’s an on-going juggling act of marketing, research and conversation. If you’re not tapping into those conversations with your audience, how do you know what their real impression of you is? How will you know how to address it? Brand growth comes from alignment. You have to ensure that your actions, stationary, website and marketing efforts put out the right image. But you cannot stop there; those are pre-sales activities that get you noticed and hopefully bought. You also have to ensure that all actions and engagements during the sale and post-sale are positive and in line with your desired brand image. If your audience has a different view of you than you’d like, then you need help. And it’s probably best to bring in an outside perspective. 10. BONUS TIP #10: Branding is as much about your people as anything else. Never forget that the best interactions come from one-on-one conversations between executives, employees, suppliers, and customers. Employees that want to help and do the best job possible go a long way. Proper branding is critical to your long term success. A lot of people think of branding as logo development. But in reality, branding is managing the thoughts and feelings of your customers to ensure that you are what they desire. If your desired brand image isn’t what’s in the minds of your target audience, you’ve got to figure out where the gaps are and how to address them. And fixing those issues is hard work because the old adage still rings true – the customers. Competing against a dominant brand Starting up a new business is a daunting prospect at the best of times but if your chosen sector is completely dominated by a few big brand players it can make your task appear even more difficult. Being a tiny fish in a huge competitive pond can be a frightening thing indeed. This should serve as an inspiration for any new business. However, while ambition is a good quality for any start-up, that alone will not guarantee success. So what does a new business need to do in order to become a big player in its market? 1. Concentrate on Your Unique Selling Points what is it that makes your company stand out from the crowd? Decide what it is that would make somebody choose you over a competitor and concentrate your marketing strategy on these qualities. 2. Define Who You Are Targeting this point is crucial to your business success. Who is your target customer? If you get this wrong you risk wasting a lot of time and money targeting the wrong people with your marketing efforts. The more narrow your niche, the easier it will be to give the relevant people reasons to deal with you. 3. Don’t Sell Yourself Short a new business should never undervalue the services it provides. Being small doesn’t mean the quality of service you will providing is inferior, in fact in many cases small businesses are able to offer a better service. It is also important to make sure your staff is totally aware of the value of the services you provide so that they are able to sell your services in the best possible way. 4. Don’t Try to Compete on Price It is sometimes tempting for a new business to offer lower prices as a way to attract new business. This can be a big mistake. Many customers will be savvy enough to realize that paying a bit for your superior product will save them money in the long run. In addition the price of a product or service puts a perception in the potential customer’s mind and for many people cheap equates to inferior. 5. Concentrate on Customer Service concentrating on providing a friendly customer service will set you apart from many of your competitors. The disadvantage for many people of using a big company is the lack of a personal touch. This is where smaller companies can exploit opportunities to build a strong reputation for themselves. 6. Employ the Right People whilst the early days of a brand new business will involve a lot of your own hard work, there will come a point when you need to rely on other people. A good strategy in the early days is to employ the best staff that you can afford and try your best keep them motivated. Better staff will be better equipped to drive your new business forward. 7. Be Flexible Larger companies tend to be slower to react than smaller companies as there is often a long chain of command in larger organizations and your small business can use this to their advantage. By reacting to changing circumstances more quickly you can steal customers from your larger competitors by changing the business model to react to your customer’s changing needs. Go Against the Grain thinking outside the box and challenging the norm can get your business noticed and challenge your competitors as well as yourself. Just because most companies do something a certain way doesn’t mean it is the right way. A great example of this is Easy jet and their approach to airline ticket pricing which turned the entire industry on its head. 9. Simplify Your Website many lager companies have huge over-complicated websites which can be off putting for many potential customers. This is another opportunity for you to get one over your larger competitors by developing a website which is uncomplicated and easy to navigate. It will also provide your business with a great marketing and promotion tool. 10. Act on Good Ideas the difference between big brands and smaller companies is that larger companies are often more able to make good ideas happen. Big companies do not have a monopoly on good ideas however. With a bit of hard work and persistence, you can make turn your ideas into a reality too. 1. A small business can be started at a very low cost and on a part time basis. 2. It is also well suited to internal marketing. 3. Easier to respond to the market place quickly. 4. Independence is another advantage. 5. Small business owner have the satisfaction of making the own decisions within the constraints imposed by economic &other environmental factor. Advantage s of small business 1. Frequent cause of bankruptcy is undercapitalization. 2. There is often a result of poor planning rather than economic condition. Disadvantage of small business 1. At first build strong Brands. 2. Carefully monitoring marketing activities for many other organizations. 3. If any company builds strong brand awareness or brand image then sign, symbol, logo should be integrated. 4. To enhance demand and capture attention consumer should involve pull campaign and push campaign to design creative brand. 5. Leverage as many secondary associations as possible. Additional guideline for small business Online Online there is rarely such a separation but most companies still haven’t realized this. On the internet the touchy freely brand experience immediately connects with the website. A great online advertising campaign can crush a brand extremely quickly if the site doesn’t deliver on the perception portrayed by the advertising campaign. Advertising & public relations are the best tools for online brand positioning & internet brand management online brand management creating an online brand identity & getting that internet brand identity into the minds of customers require online brand positioning & online brand management. Online branding decides the perception of targeted audience towards your economic store. There are some key strategies to build your brand online: 1. Undestanding the value. 2. Research your audience. 3. Give your brand a voice. 4. Balance your online media mix. 5. Plan your social media integration. 6. Build up your reputation online. 7. be true to your brand. 8. be relevant & engaging. 9. Provide branded interactive value. 10. Add brand relevant sponsored content to your web. 11. Use the real world to enhance your onsite brand. 1. When we build our brand then we should consider some basic element of brand. 2. Each & every brand should have strong brand identity. 3. Consumer pull should be generated. 4. If we can’t choose brand partnership then brand will not succeed. 5. Enhance relationship marketing as long as possible. Additional guidelines for online branding. With the increasing internet penetration & increase in the number of citizens Online branding is playing a very important role. Earlier when the web has not evolved much, scope of online branding was limited. Now with Web 2.0, online branding for any product has the potential to make or mar the brand. Many new products which are launched generate a lot of buzz like Apple phone, Hollywood movies, Games & others. Online Branding can be created with Promotions: Special web only promotions can be conducted. Offline ads can be used to direct users to the website for promotions. This helps in word of mouth marketing (Viral marketing). Examples include Beverage companies like Pepsi, Coke & others. They do web promotions & points can be gained with this. Videos: With the you tube generation, videos can create a brand overnight. Videos which spark an interest can go very well with the users. Videos of Lonely girl, Miss South Carolina were a big hot on the net. Photos: Photos of the products can be branded & uploaded in sites like Flicker, Photo bucket & others. Blogs: This is a very important tool for online branding. This provides a way for the customers to communicate with the company. The CEO, VP & others can also blog in the website. This will help develop a rapport with the customers. Sun Microsystems has its own blog. Forums: Participating in the product or service related forums helps gain rapport with the users of the group. One infamous example for this is the head of a food company in the US who participated in the forums & wrote to influence the share price of the companies. Web 2.0: Sites like Dig, Reedit & others send a huge amount of traffic & branding. However, it is difficult to promote commercial products in these sites. May be Press Release, Product or service info & others can be dug for branding. Top companies like IBM, Apple often get to the top page of these sites. Other web 2.0 Tools: There are other Web 2.0 tools like micro logging, twitter, mapping, mobile based tools, Go ogle earth & others which can be used for branding. For ex: KFC's logo in US can be easily seen in Goggle earth & this is giving rise to Sky ad optimization. Website: Website itself can be used for branding. Proper design of the website with good search engine optimization & PPC can help in branding. Examples include AT & T. RSS & Pod cast: Regular Pod casting can help company build a good brand value. RSS can also help companies to connect with the users easily. Companies do pod casting with the customers, heads of the depts. & others & the same can be located. This helps build a good rapport with the customers.