Service branding
en studie av vad som präglar varumärken inom tjänsteföretag
Service branding is a subject that has been excluded from the traditional branding theory. Our main purpose with this paper is to distinguish what characterizes service branding. To do this, we have looked in to both service marketing theory as well as branding theory. We have also looked at the existing theory concerning service branding. Six qualitative interviews have been performed to explain what characterizes service branding. The result of this paper is presented through four main components of service branding. These are: the interactive marketing and the brand, the servicescape and the brand, costumer relations and the brand and the brand internal within the organization.