Index_S

S

sales

approaches, 224–226

experience, 183

hard sales techniques, 184

impact of structures and systems on, 184–186

messages (See messages)

process, 187

selling the way customers like to buy, 225–226

selling your brand, 226

sample of brand in action, 205

satisfaction

assessing customers', 223

confusing customer inertia with, 119

customer loyalty and, 47–48

dissatisfaction, 50–52, 184

Saturn, 42–43

Scandinavian Airlines, 102–103

scripting, 8, 63–65, 122

self-organizing principles, 7

separation of brand from business, 83

sequencing of ideas, 206–207

service

bad, 84–85, 85–86, 123–124

as brand, 78–84

brand-congruent, 8

branding with bad, 84–85

controlling human, 44–45

customers' experiences of, 43–45

defined range of, 76–77

differing views of, 74–75

important dimensions of, 98–99

as product business, 78

See also defining brands/service; delivery of brands/service; experiences, customers'; off-brand service/ reinforcement; on-brand service/ reinforcement

service branding as culture, 116

service lenses, 45–48, 73–77

service moments of truth, 48–50

ServQual, 86–87, 91, 98–101

shareholder value, 124–125

Signet, 51

skills, brand, 204–206

slippage of brands, reasons for, 29, 51–52

slogans, 62–63, 175

Smith, Bill, 172–173

social approval factor in brand choice, 26

Society of Consumer Affairs Professionals, 53

Southwest Airlines, 32, 79–80, 86, 175

staff. See employees

staff-brand relationship, 173–174

stakeholders, 127

standardization, versus standards, 64

standards, classic dimensions of customer service (ServQual), 86–87

standout challenge (marketing), 105–106

Starbucks, 63, 87, 88–89, 120, 187

Starship Hospital (New Zealand), 22–23

statistics, on top-rated brands, 32–35

steps in branding, 20–21

stock prices, 33

stories, brand, 30–32

strategies

brand copy, 141–142

brand management, 103

implementation of, 128

internal informal brand-strategy surveys, 219

long-term market impact of, 54

marketing communication (marcom), 104–105

modifications to, 134

reasons for not implementing, 72–73

results of service, 74–75

stretch (push and pull), 108–113

stretch (push and pull) strategy, 108–113, 145–146

structure, impact on sales of, 184–186

studies. See research/studies/surveys

success

advertising designs, 144

determinants of, 19

examples, 89–91, 91–92

threats to, 70

supplier partners, 222–223

support service businesses, 78

surveys. See research/studies/surveys

symbolic associations with logos, 24

Synonym Finder, The, 198

systems, impact on sales of, 184–186