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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