Document Type

Conference Proceeding

Conference Track

Marketing Management/ Strategy/ Branding

Publication Date



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.

About the Authors

Olutayo Otubanjo is a Senior Lecturer at Lagos Business School where he leads sessions on Marketing Management. He is a Visiting Research Fellow at Warwick Business School, University of Warwick (UK) and was a Visiting Scholar at Spears School of Business, Oklahoma State University, USA. He holds a PhD in Marketing with emphasis on industry construction of the meaning of corporate identity. Otubanjo attended University of Hull (UK) and was equally at Brunel University, London in research capacity where he taught marketing at undergraduate and postgraduate levels. He is published in Academy of Marketing Science Review; Tourist Studies; Management Decisions; The Marketing Review; Journal of Product and Brand Management, Corporate Reputation Review, Corporate Communications: An International Journal etc. He has contributed to edited books on corporate reputation and corporate branding. His research interests sits at the interface between social constructionism, historical institutionalism, discourse analysis, on the one hand, and the elements of corporate marketing including corporate branding, corporate identity, corporate reputation, corporate communications cum corporate PR, on the other. He was at a time Director for Brand Strategy and Account Planning, CentrespreadFCB, Nigeria’s third largest advertising agency.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

Included in

Marketing Commons