• Corpus ID: 53962743

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… 

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