Service brand relationship matrix: brand strategy for services
@inproceedings{Rahman2009ServiceBR, title={Service brand relationship matrix: brand strategy for services}, author={Kaleel Rahman and Charles Areni}, year={2009} }
Brand architecture is a set of interlinked building blocks reflecting the levels of branding, from higher level corporate brands to lower level product sub-brands, and the linkages amongst them (Uncles et al., 1995). For example, not only is the powerful linkage between Nestle and its sub-brand KitKat synergistic but also the association of each benefits the image of the other. Little research has been done to understand branding decisions at the sub-brand level in services sector. The branding…
5 Citations
Service Brand Relationships Matrix: Brand Strategy for Services Sector
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