ARTICLE REVIEW

Article Review



Article Review

Research Problem

One of the most precious resources a enterprise has is the status of its brands. While a significant body of research lives to guide marketers of bodily substantial products in their branding efforts, little study has been granted to branding in the services area. Given the significance of services to the global economy, this absence is noteworthy and worthy of further investigation. This paper provides justification for incorporating branding strategies in a services setting and services inclusion in branding research, along with a conceptual overview of how branding may be viewed in a services context.

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