Sample Essay
The reasons as to why services are branded and are successful as brands pertain to the fact that the services have a changing level of quality, the consumer is involved in the consumption of the service in a very active manner and services are intangible and cannot be stored. “When a brand in general gives the consumer more confidence in his choice this is even more important for services. Their quality and other features are more difficult to assess.
Because of their intangibility and complexity it is harder for the customer to distinguish between the offers from the wide range of service companies operating in the market place. This especially applies to the market of accounting, auditing and consulting where consolidation and globalisation increase competition. In an FT-article about branding accounting services (Kelly 1998) a branding expert states that “more than 70 % of the Fortune 500 companies …said branding is increasingly important in helping them to choose where to get a service. They want to be able to tell who is good at what.” (Recklies, 2000)
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