'Logo Redesign' to 'Changing the business model'

In continuum rebranding starts with positioning. Logo Redesign involves in the way the product/service is communicated.

It majorly tries to change the consumer perception.

Changing business model starts concentrates on internal marketing, external marketing and Interactive marketing. Cost is higher in business model change than logo redesign.

Rational approach (IQ) or Affective Approach (EQ)

Be Life Confident Affective Approach The rebranding concentrated on the service delivery.

It started with the leadership

Exhibit 7 and 8 promises Redefining standards The signature tried to fix past service failures. Redefining standards stands as Rational Approach.

Service Branding Vs Product Branding

Mass Market and Target Market Product companies sell to the masses through large scale advertising efforts. But for a service brand this is a waste. It's not targeted enough and it costs too much given the return that it provides. Differentiation and Relevance Differentiation is important to product companies. Most brand models (and business schools) argue the need to differentiate. But it is a rare service brand that can stake the claim to categorical differentiation. Share and Revenue Product companies are taught that they must be number one or two in terms of market position to be successful. Service brands should concentrate on growing revenue, not gaining market share as product companies do. Internal and External Focus Service firms do not have a tangible display of products that you can see, touch, and test out before deciding to purchase. As a service firm, your face to the world and what carries your brand most is your people.

Service Branding Vs Product Branding

Quality of service may vary, Product quality may not. More emphasis on quality in services branding. For services purchases in general, the amount of perceived risk is greater than for goods (Davis, Guiltinan, and Jones, 1979; Murray, 1991; Zeithaml, 1981). As such, the need for additional quality cues would seem particularly relevant to services branding. Under these circumstances, service brand names should function efficiently as quality-cue information. Services purchases may be more difficult to select and evaluate than product purchases. Consumers purchasing goods may use one or some combination of the following criteria to evaluate purchase decisions, including the multiple cues of style, colour, label, feel, package, brand name, and price . Services purchases may be more difficult to select and evaluate than product purchases(trust ,quality and friendliness). More emphasis on convincing in service branding.

Service Branding Vs Product Branding

The notion of missing information and risk reduction is especially germane to the study of services as service quality may not be knowable before purchase and consumption. "When buyers cannot easily evaluate the capabilities of the service provider and the quality and value of the service provided, brand reputation serves as an important proxy for quality and other key buying criteria that cannot be easily evaluated Over-claiming in advertisements Services severely punished The details matter: everything from signs, to scripts to receipts are a part of the experience Pepsi vs. Coke, Rin vs. Tide, Nokia vs. Samsung, LG vs. Whirlpool, Ford Ikon vs. Hyundai Accent - build perceptual differences. Jet vs. Kingfisher, Spice Jet vs. Go Air, Barista vs. Caf Coffee Day, Pizza Hut vs. McDonalds, Lifestyle vs. Shoppers Stop, LIC vs. ICICI, Airtel vs. Hutch (Vodafone) there is another set of brands that are also battling it out for consumer share of wallet and share of heart. Some of these service brands are battling it out on experience while others are focusing on advertising image.

Service Branding Vs Product Branding

Product branding is easier than service branding because it is easier to achieve congruence between advertising message and product experience. On the other hand, services are intangible. They are experienced only at the various points of delivery, in real time, as they are being delivered. There is also significant variability in service delivery that a customer experiences even from the same service provider at various points in time. Perceptions of service differentials are built more through actual experience than through advertising. Hence the task of branding services is not to add more intangibility through advertising emotional benefits and brand personality. The critical task of services branding is to bring tangibility to the intangible. While advertising is relevant and can be helpful for service brands, there are many powerful services brands that have been built with little or no investment in advertising. Starbucks and Google immediately come to mind. This is because, service brands are best built bottom up leveraging experiential differentiators rather than top down, via advertising campaigns.

Service Branding Vs Product Branding

Goods Services Services Branding Implications

Tangible

Intangible

Standardised

Heterogeneous

Service brands cannot be patented Service brands cannot be inventoried Service brands cannot be readily displayed or communicated Pricing service brands is difficult Service brands face difficulties delivering on promises Service brand quality depends on many uncontrollable factors Customers participate in the service brand transaction Employees may affect the service brand outcome Customers may affect one another in the service brand transaction Satisfaction of service brand is influenced by expected and perceived behaviour of service provider and customer Service brands face service brands is difficult sustain Mass production of challenges to build and image and reputation to retain customers Fluctuating demand can cause problems for branding

Inseparability

Simultaneous production

Non-perishable

Perishable