Unleashing the Power of Service Brands in the 1990s

Three principles are presented to help companies achieve sustainable, differentiated service in the 1990s. The “service brand” concept is introduced and the contrast made between a service brand and the conventional product brand. Practical methods to mobilise company‐wide support for the service brand are described, and the essential nature of brand contracts is outlined with a view to the new environment where forming a strong service network is of crucial importance.