Image and Brand Transfer in the Service Industry 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Sigrid Uray 作者

VDM Verlag Dr. Müller

译者

2008-11-27 出版日期

148 页数

USD 76.00 价格

Paperback

丛书系列

9783639101164 图书编码

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发表于2024-12-28

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Image and Brand Transfer in the Service Industry 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Image and Brand Transfer in the Service Industry 在线电子书 pdf 下载 txt下载 epub 下载 mobi 在线电子书下载

Image and Brand Transfer in the Service Industry 在线电子书图书描述

Its brand and image have always been a core interest of a market-oriented company. It is important to define and maintain a company's competitive advantages in order to achieve superior results. It has become more and more difficult for companies to position their brands and to defend this positioning on the long run. A company must decide on the effective use of its resources to build up a strong brand. The brand name definitely is the core of a brand and shall create brand consciousness and brand loyalty. This applies especially for service companies where brands symbolise quality and continuity. Service quality must be considered as the basis of the competitive ability of a firm; core competencies have to be pointed out and the brand name must be fixed in the customers' minds. In this work it shall be illustrated how a service company can define its success factors and core competencies and how to make use of its resources and abilities in order to expand its business and transfer its brand image successfully.

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