Revitalizing A Service Brand: The Perspective Of Top Managers

Cite this:
Benjamin A. Asunka, C. A. N. (2017). Revitalizing A Service Brand: The Perspective Of Top Managers. Innovative Journal of Business and Management, 6(03), 22–28. https://doi.org/10.15520/ijbm.vol6.iss3.65.pp22-28
© 2022 Interactive Protocols
RIGHTS & PERMISSIONS
Article Views
233
Altmetric
1
Citations
-
LEARN ABOUT THESE METRICS
   PDF  

Abstract

Brands in the past have gone through suffering with others even dying in Ghana. Though, existing literature considered the causes of brand decline and revitalization of brands in Ghana and beyond, it limits itself to only the product brands. This paper explores the understanding of the causes of service brand decline and the strategies for revitalizing them. In order to address these objectives effectively, a qualitative approach was used with in-depth interviews with people who have had extensive experience in managing service brands. The CEO of the Intercity STC and the Marketing Director of Vodafone Ghana Limited were selected in a purposive sampling for this study. The study found that the causes of brand decline arise from the management own actions and inactions; changes in the marketing environment; competition; and the absence of marketing communication. Recommended strategies for revitalizing a fading brand are increasing the depth and breadth of awareness; improving the brand image and repositioning the brand in the market.

KEYWORDS:

 Special Issue

Article Metrics Graph

Chart Graph | Range Graph

Content

Section

Source

License

COPYRIGHT AGREEMENT AND AUTHORSHIP RESPONSIBILITY

 

All paper submissions must carry the following duly signed by all the authors:

“I certify that I have participated sufficiently in the conception and design of this work and the analysis of the data (wherever applicable), as well as the writing of the manuscript, to take public responsibility for it. I believe the manuscript represents valid work. I have reviewed the final version of the manuscript and approve it for publication. Neither has the manuscript nor one with substantially similar content under my authorship been published nor is being considered for publication elsewhere, except as described in an attachment. Furthermore I attest that I shall produce the data upon which the manuscript is based for examination by the editors or their assignees, if requested.”