Issues and challenges in the positioning of service brands: a review

Abstract

In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service brands. This is so because of the unique characteristics of services. Although some authors argue that there are no marked differences between positioning in services and that of physical goods, the vast majority of marketing scholars believe that it is difficult to embark on positioning strategies in services. Sheds some light on this issue within the context and aims to contribute to the debate.

Citation

Blankson, C. and Kalafatis, S.P. (1999), "Issues and challenges in the positioning of service brands: a review", Journal of Product & Brand Management, Vol. 8 No. 2, pp. 106-118. https://doi.org/10.1108/10610429910266968