Marketing Management/ Strategy/ Branding
This paper examines how financial service organizations operating in the Nigerian banking industry can be effectively managed to achieve brand differentiation. In order to achieve this objective, a service brand model was reviewed and critiqued and a Multilayered Service Strategy (MSS) model was put forward as an effective model for service brand differentiation. Consequently, sixteen leading-edge marketing and communication practitioners were engaged to examine the effectiveness of the model through in-depth interviews. Findings from the analysis of data indicate that an effective differentiation of a service brand cannot be achieved through the adoption of a single business or organizational factor. Rather, such an exercise is only accomplished though the adoption of a multidimensional service delivery strategy.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Otubanjo, Olutayo, "Differentiating Financial Service Brands Through the Multilayered Service Strategy (MSS): some Insights Insights from the Resource Based View of the Firm" (2013). Association of Marketing Theory and Practice Proceedings 2013. 20.