Issues and challenges in the positioning of service brands: A review

Charles Blankson; Stavros P. Kalafatis

doi:10.1108/10610429910266968

Issues and challenges in the positioning of service brands: A review

Charles Blankson
, Stavros P. Kalafatis

Kingston University

Research output: Contribution to journal › Article › peer-review

72 Scopus citations

Abstract

In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service brands. This is so because of the unique characteristics of services. Although some authors argue that there are no marked differences between positioning in services and that of physical goods, the vast majority of marketing scholars believe that it is difficult to embark on positioning strategies in services. Sheds some light on this issue within the context and aims to contribute to the debate.

Original language	English
Pages (from-to)	106-118
Number of pages	13
Journal	Journal of Product and Brand Management
Volume	8
Issue number	2
DOIs	https://doi.org/10.1108/10610429910266968
State	Published - 1 Apr 1999
Externally published	Yes

Keywords

Brands
Marketing theory
Positioning
Services marketing

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10.1108/10610429910266968

Cite this

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Issues and challenges in the positioning of service brands: A review

Abstract

Keywords

Access to Document

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