n Management Today - Qualifying the contribution of service quality to brand. What makes up a brand?

Volume 22, Issue 10
  • ISSN : 1027-4324



Extracted from text ... 42 THE QUALITY EDGE Yearbook 2007 Qualifying the contribution of service quality to brand What makes up a brand? branding Article by Craig Kolb of Ask Africa. While quality service is generally regarded as important to building brand value, very little information is typically available to indicate the extent of its contribution to brand value in a specific market. In fact, doubts may exist as to whether quality service is always necessary - particularly in markets with a large product emphasis. In this article we discuss a new South African model of brand valuation and apply it to the ..

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