<p>Background: In the existing branding literature there is no distinction made between theories for building product- and services brands although services have very different characteristics compared to products. The services characteristics imply that the customer has a high need of reassurance that the right brand choice is being made, which ought to bring forth the role of trust in the relationship between the customer and the service brand. </p><p>Purpose: The purpose is to analyze the process of building a service brand and the role of trust in this process. </p><p>Delimitations: The study will include the financial service sector since the complexity of services is brought to its head in this case. Realization: In total, 13 interviews were conducted with company representatives at SEB and Östgöta Brandstodsbolag, a Brand Consultant and customers of financial service companies. </p><p>Results: We suggest that when it comes to the process of building a service brand, the emphasis of the elementsdiffer somewhat compared to the building of product brands, where the emphasis is put on brand identity and in particular trust. When it comes to trust, a positive reputation could initially serve to signal trust but it is the actual encounter with the staff that determines the trustworthiness of the service brand.</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:liu-2166 |
| Date | January 2004 |
| Creators | Malmgren, Anna-Maria, Sucre, Giselle |
| Publisher | Linköping University, Department of Management and Economics, Linköping University, Department of Management and Economics, Ekonomiska institutionen |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
| Relation | Magisteruppsats från Internationella ekonomprogrammet, ; 2004:21 |
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