Sample Essay

The following paper provides through an example of the First Choice Company how service brands can be created and maintained in a competitive market. The paper provides that due to the intangible nature of the service products, they are much more suited to branding than physical products.

Moreover in order to manage service products, companies have to provide high quality services and establish relationships with the customers that can be proactive for marketing and promotion of the brand.

Customer retention is also of prime importance in services branding and as a result the marketing mix for the service based brands is much different form physical brands. It includes additional three P’s pertaining to process, people and physical evidence.

The paper also provides the position of the First choice Company amongst its competitors through the perception map and depicts the differentiated brand of the company and its services.

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