Marketing Essay Example | Topics and Well Written Essays - 2500 words - 13

Marketing - Essay Example FedEx provides services, however, they have logos on all the things that are used in couriering the goods from one place to another. This helps consumers identify the service and develop brand loyalty. Services also have a catchy slogan just like any other branded goods for instance American Airline’s â€Å"We know why you fly. Were American Airlines†. Just like goods, services are also advertised on TV, billboards and magazines etc. We see the advertisements of DHL everywhere. It is challenging however, as the features and the functions of the services are conveyed to the consumer just like in the promotion of goods. Branded services also have a brand personality just like a branded good. The consumers have a relationship with the brand for example banks like Abn Amro and Standard Chartered have an image in the minds of the consumers which the brands deliver to the consumer. This image and trust has been branded in the consciousness of the consumer. The aim of branding services just like that of branding goods is to build a connection with the consumers thus initiating customer loyalty. Consultancies have brands and logos to differentiate themselves from the crowd and to enable their clients to recognize them and to be loyal to their brand of service. Buyer behavior greatly varies when buying a good from buying services. Customer perception of a product serves to differentiate the product from the competition. This perception thus has to be created in a way so that the consumer thinks of the brand positively. This becomes a lot more complex in a service as every consumer has an individual interaction with the staff and thus the perceptions greatly vary. For example, Pringles will have similar experience for many consumers but the service of a consultant may be good for one but bad for the other. It is a lot more difficult and challenging to market a service as services are perishable and they cannot be stored, used later, exchanged or returned