ICTM514 SQM - Ch7: Introduction to Branding in the Service Industry

Types of Branding / Steps & mindset behind branding implementation / Branding VS Service culture: Real Story & Case Studies
Perception on "BRANDING"

Logo is not a brand, BUT experience is a BRAND. If people bought products based on the logo, then they would buy the fake copy... but more people rather buy the original, not just for the logo, but the experience.

Human is a creature of feelings but not reasons... therefore it is useless to try to create reasons... the only thing that is worth trying is creating "LIKES" and emphasize on "FEELINGS" when they are touched by the experiences the product offers.

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Steps & Mindset behind branding implementation

=> Conceptual Brand Based 
      => Conduct research ('How do most people perceived certain selling point?')

            => Creating the exact image in order to create wide-acceptance
                  => Set target group
                        => Launch marketing campaign which attract target group (repeat customers)

=> Lifestyle Brand Based 
      => 'Who would we like to have as target group (based on likes only)?'

            => Collect the data on "LIKEs" in every angle (hardware to software to service approached)
                  => Design Product, People, points of interaction & experiences offers as per the data shown
                        => Launch marketing image through certain channels based on lifestyle of target group

Branding Strategy Comparisons:

Conceptual Brand based:

PROS: the product are usually "OK" and does not really create any dislike as it is 100% same as most customers or guests expect to see.

CONS:

Lifestyle Brand based:

PROS:

CONS:

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Introduction to Service Culture: