An approach to branding services

Abstract

This paper provides an approach for branding a service. The approach integrates David Aaker's Brand Identity framework, with the IPs of services marketing and the economic classification of goods. The 7Ps of services are product\ price, place, promotion, physical evidence, process and people. The economic classification divides goods into search, experience and credence goods. In general products have more search properties and services have more experience and credence properties. The paper argues that the key to branding search, experience and credence goods is, giving the customer information, delight and education respectively.