Service branding: the role of innovative brand leadership

Abstract

This paper suggests and discusses a set of components which, the authors argue, will impact innovative brand leadership performance at the level of an individual service enterprise. The research design represents a holistic and systemic perspective to service branding and the methodology employed is conceptual desk research. A systemic model is suggested which depicts five influential components of innovative brand leadership performance. The components are termed as ‘a service centric view’, ‘a customer centric view’, ‘a service employee centric view’, ‘an organizing centric view’ and “a knowledge centric view’. The paper contributes to existing knowledge of services branding by showing how innovative brand leadership may be obtained at the level of an individual service enterprise.