
Service Branding and Positioning 249
even if in di erent areas and create a common ground for the customers to
symbolize or label a company.
As shown in Fig. 12.1, S. Knox and D. Bikerton have identi ed six conven-
tions of corporate brand management:
14
brand context, brand construction,
12.2 Services Marketing Insight
Indian Consumers’ Brand Loyalty and Performance
Rating of Select Service Brands
Customer Satisfaction Management and Measure-
ment (CSMM), a Delhi-based specialist unit of IMRB
International, conducted a study on customer
experience which reflects how customers rate a
brand’s performance and customer loyalty. The
findings of ...