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Image and Brand Transfer in the Service Industry - Sigrid Uray

Name: Image and Brand Transfer in the Service Industry - Sigrid Uray
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Its brand and image have always been a core interest of a market-oriented company. It is important to define and maintain a company's competitive advantages in order to achieve superior results. It has become more and more difficult for companies to position their brands and to defend this positioning on the long run. A company must decide on the effective use of its resources to build up a strong brand. The brand name definitely is the core of a brand and shall create brand consciousness and brand loyalty. This applies especially for service companies where brands symbolise quality and continuity. Service quality must be considered as the basis of the competitive ability of a firm; core competencies have to be pointed out and the brand name must be fixed in the customers' minds. In this work it shall be illustrated how a service company can define its success factors and core competencies and how to make use of its resources and abilities in order to expand its business and transfer its brand image successfully.

EAN: 9783639101164

Kod produktu

560EXN03527KS

Autorzy

Sigrid Uray

Rok wydania

2008

Elementy

148

Format

15.2x22.9cm

Język

angielski