This paper gives a general thinking for service branding through the perspective\nof value co-creation orientation. Firstly, the paper reviews the background\nof service branding from service marketing and product brand. And then the\npaper discusses the process of service branding in ways of different models.\nThe perspective of value co-creation orientation comes from S-D logic. Based\non the changing from goods dominant logic to S-D logic, service branding\nprocess has been changed into different parts. We have a further discussion\non this perspective and give some further research directions in order to\nenrich this area.
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