Background: In the existing branding literature there is no distinction made between theories for building product- and services brands although services have very different characteristics compared to products. The services characteristics imply that the customer has a high need of reassurance that the right brand choice is being made, which ought to bring forth the role of trust in the relationship between the customer and the service brand. Building a brand is the most basic principle in setting up a business.
Purpose: The purpose is to analyze the process of building a service brand and the role of trust in this process.
Contents
1.Introduction
1.1 Background and Discussion of the Problem
1.2 Purpose
1.3 Delimitations
1.4 Target Audience
1.5 Disposition of the Thesis
2.Methodology
2.1 Reflections on Science
2.2. Hermeneutics and Positivism
2.3 Methodological Approach
2.4 Qualitative vs. Quantitative Approach
2.5 Type of Study
2.6 Collection of Data
2.6.1 Secondary Data
2.6.2 Primary Data
2.6.2.1 Selection of Objects of Study
2.6.2.2 Procedure for Collecting Data
2.7 Has Validity, Reliability and General Applicability Been Achieved?
3.Frame of References
3.1 The Concept of Branding
3.1.1 What is a Brand?
3.1.2 The Process of Building a Brand
3.1.2.1 The Brand Building Process: External Perspective
3.1.2.2 The Brand Building Process: Internal Perspective
3.1.2.3 Summarizing the Brand Building Process
3.2 Services Branding
3.2.1 What is a Service?
3.2.1.1 Summarizing the Services Characteristics
3.2.2 Services Characteristics and the Brand Building Process
3.2.2.1 The Brand Building Process: Internal Perspective
3.2.2.2 The Brand Building Process: External Perspective
3.2.2.3 Summarizing Services Characteristics and the Brand Building Process
3.2.3 Summarizing Services Branding
3.3 The Concept of Trust
3.3.1 What is Trust?
3.3.2 Approaches to Trust
3.3.2.1 Calculative View of Trust
3.3.2.2 Social and Affective View of Trust
3.3.2 Different Views on the Creation of Trust
3.3.2.1 Institutional and Impersonal Arrangements
3.3.2.2 Personal Relationships
3.4 Services Branding and Trust: Overall Notions
4.Empirical Findings
4.1 Distinctive Features of Services
4.2 Services Brands vs. Product Brands: Distinguishing Aspects
4.3 The Customer’s Decision-Making Process and Service Brands
4.4 Services Brands and Trust
4.4.1 Different Aspects on Trust Emergence
4.4.2 The Organization and Trust Emergence
5.Analysis
5.1 Services Characteristics and the Brand Building Process
5.1.1 The Brand Building Process of Services: Internal Perspective
5.1.2 The Brand Building Process of Services: External Perspective
5.1.3 The Brand Building Process of Services: Summarizing Reflections
5.2 The Role of Trust for Building a Service Brand
5.2.1 The Relation Between Services Brands and Trust
5.2.1.1 Implications of the Unique Characteristics of a Service
5.2.1.2 Risk and Uncertainty Entail the Need of Trust
5.2.2 Trust as an Element in the Brand Building Process of Services
6.Conclusions
6.1 Contributions of the Thesis
6.2 Concluding Reflections and Recommendations
6.3 Suggestions for Further Research
Bibliography
Appendix 1
Appendix 2
Author: Malmgren, Anna-Maria,Sucre, Giselle
Source: Linköping University
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