Question

What are some issues that marketing managers face when branding a service? How do they use the brand elements differently as opposed to marketers of physical products?

Answer 1

The issues that marketing managers face when branding a service are:

1. The customer perception is a major issue and the marketing managers must be aware of how the customers will perceive the brand and accordingly design the brand.

2. The cost involved in beading a service also needs to be ascertained and remain within the budget as allocated by the organization for branding activity.

3. It is important to ensure that the brand provides message to the target audience as well so that more number of customers turn up to use the service which is the ultimate agenda of the brand.

The marketing managers use the brand elements differently as opposed to marketers of physical products by playing with the brand essence and brand ingredients and using the brand value as the prime message that they want to convey to the customers. They can play with the brand and unless suitable brand is designed, they can experiment with it and design it as per the customer preferences.