Professional Services: Branding the Business of Intangible Advice

Topics:
Brand Management
Tags:
Brand,
Branding,
Interbrand,
Marketing,
Professional Services
Source:
Interbrand

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Overview: The paper outlines that successfully branded firms base their brand on a core positioning that is uniquely own-able and represents a distinct attribute or capability. This clear definition is supported and reinforced by everything the firm does requiring all professionals and staff to live the brand every day. This internal dimension of branding is critical to professional services and highly topical currently. It involves the alignment of the brand and its values to human resources, operations, internal communications, and more, to ensure the right behavior is in place.

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Format: PDF | Size: 410KB | Date: Jan 2003 | Pages: 4

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