The service providers create value in the process of service delivery. In the process of creating value, the service providers aim to maximize their value propositions so that the customer stands to gain. A service firm’s capacity to sustain in a competitive environment is derived from its capability to deliver competitive bundles of benefits in the form of packages and value additions to its customers at regular intervals based on valid and logical analyses. The process of adding value to one’s existing set of offers necessarily leads to higher returns and longer sustainability in the business. This builds the image of the player in the minds of the customer. One of the ways to effectively achieve this is through "Branding". India is presently experiencing a services boom, due to opening up of various service sectors for competition. As the market matures the analysts expect services branding to evolve into a vital strategy and an important differentiating attribute in the Indian Service Industry. Due to this there is an increasing scope for studies and professional works that provide an insight into the contemporary concepts and best practices. This professional reference book attempts to provide a conceptual insight into Branding Services, by throwing light on the concepts of branding, best brands in different service segments in India and also covers the company experiences in the form of case studies, on successful service brand strategies.
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