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Branding Technical Services : a case study on SWECO's brand

by Serhanoglu, Suleyman; Bozkurt, Caroline

Abstract (Summary)
The economical structure has faced a great change during the last decades; the service industry has grown into a dominant force in the developed countries. Therefore, the concept of services marketing is relatively new. Although more and more service companies are realizing the importance of marketing and branding, there are still technical service companies that has not adapted the concept. The consultancy firm SWECO, which will serve as a case study, is one of them.The purpose with this essay is to examine the importance of branding for technical service firms and how they do to improve their image and brand. The research issue has been studied with the assistance of electronic surveys. As further assistance, three theoretical models has been used as instruments for the analysis.The study shows that SWECO is a relatively unknown company. Although the company is operating in an international arena, it has not developed a marketing strategy. The conclusions attained demonstrate the importance of creating strong brands for technical service companies since the 7 P’s of services are insufficient as marketing tools. The highly perceived quality of the company’s services and their financial strength give the company good prerequisites for marketing their brand internationally.
Bibliographical Information:

Advisor:

School:Södertörns högskola

School Location:Sweden

Source Type:Master's Thesis

Keywords:branding technical services service quality

ISBN:

Date of Publication:01/25/2007

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