Chapter 32. A service brand is a personal brand

Some people draw distinctions between “products” and “services.” Products are more tangible and physical—shoes, luggage, computers, and beer. Services are usually less tangible—banking, insurance, and interior design. This distinction between the two can sometimes be blurry—a restaurant will have both more tangible (menu items) and less tangible (professionalism of wait staff) attributes.

Delivering a positive customer experience is not always easy—and is sometimes more challenging for brands that are more typically considered services. Controlling the customer experience for products can be easier because a variety of engineering, manufacturing, and quality control resources can be focused on a relatively ...

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