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Services Marketing, 2nd Edition by K. Mohana Rao

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12

Service Branding and Positioning

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the importance of branding services

  • Describe the criteria for choosing brand elements

  • Understand the brand equity

  • Understand the importance of service positioning and positioning strategies

Good Health, a pharmaceutical company specializing in vitamin-based syrups, capsules and tablets, has a significant market in South India. In North India, its presence is limited only to the major cities. Though an established company, Good Health has not been able to increase its profits owing to intense competition and wafer-thin margins in this segment. Now the company management wants to diversify into a new business. To this end, it ...

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