Service Branding and Positioning 245
CHOOSING BRAND ELEMENTS
A service is a complex product with distinctive characteristics compared
to tangible goods. Since the value perceptions of consumers of services are
linked with many performance attributes, it is very di cult to judge service
brand names isolating the performances of the service company. However,
some characteristics can be identi ed based on their potential to be a part of
a successful brand. e following eight criteria are the most used for selecting
a brand:
1. Distinctiveness: It is the fundamental quality of a brand. e consumer
should be able to identify a service provider and distinguish it from its
competitors. e brand should facilitate this. To be distinctive, serv ...