Brand identity for services firms

An Introduction

To the uninitiated, the word ‘brand’ often means ‘fluffy’.  The bits of marketing that make something look pretty.  Fortunately it is so much more than that, and those that take the time to understand it and work with branding, will do so to their competitive advantage.

The paper talks about the following things:

• Why is it more important for services firms?
• Brand longevity
• Your name in lights, ego driven or smooth move?
• What do you do?
• Keep your market in mind
• What price is the right price?
• Sub-brands or multiple brands
• Corporate Social Responsibility
• Impact of the brand on recruitment
• Measurement of the results
• Traps to avoid