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Corporate marketing and service brands ‐ Moving beyond the fast‐moving consumer goods model

Malcolm H.B. McDonald (Cranfield School of Management, Cranfield University, Bedford, UK)
Leslie de Chernatony (The Birmingham Business School, The University of Birmingham, Birmingham, UK)
Fiona Harris (Open University Business School, The Open University, Milton Keynes, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 April 2001

27322

Abstract

Examines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the services sector, the appropriateness of corporate versus individual branding and how service organisations have challenged the traditional approach to business. By analysing the success and failure of corporate branding in financial services, illustrates how thinking about service branding needs to change. Outlines the differences between product and service branding and considers how the fast‐moving consumer goods (FMCG) approach to branding needs to be adjusted for the services sector. Particular emphasis is placed on the intangible nature of services and corporate branding and how problems linked to intangible offerings can be overcome. Concludes with an examination of the roles that employees and consumers play in the delivery and strengthening of the corporate service brands.

Keywords

Citation

McDonald, M.H.B., de Chernatony, L. and Harris, F. (2001), "Corporate marketing and service brands ‐ Moving beyond the fast‐moving consumer goods model", European Journal of Marketing, Vol. 35 No. 3/4, pp. 335-352. https://doi.org/10.1108/03090560110382057

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited

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