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Its brand and image have always been a core interest
of a market-oriented company. It is important to
define and maintain a company s competitive
advantages in order to achieve superior results. It
has become more and more difficult for companies to
position their brands and to defend this positioning
on the long run. A company must decide on the
effective use of its resources to build up a strong
brand. The brand name definitely is the core of a
brand and shall create brand consciousness and brand
loyalty. This applies especially for service
companies where brands symbolise quality and
continuity. Service quality must be considered as
the basis of the competitive ability of a firm; core
competencies have to be pointed out and the brand
name must be fixed in the customers minds. In this
work it shall be illustrated how a service company
can define its success factors and core competencies
and how to make useof its resources and abilities
in order to expand its business and
transfer its brand image successfully.
of a market-oriented company. It is important to
define and maintain a company s competitive
advantages in order to achieve superior results. It
has become more and more difficult for companies to
position their brands and to defend this positioning
on the long run. A company must decide on the
effective use of its resources to build up a strong
brand. The brand name definitely is the core of a
brand and shall create brand consciousness and brand
loyalty. This applies especially for service
companies where brands symbolise quality and
continuity. Service quality must be considered as
the basis of the competitive ability of a firm; core
competencies have to be pointed out and the brand
name must be fixed in the customers minds. In this
work it shall be illustrated how a service company
can define its success factors and core competencies
and how to make useof its resources and abilities
in order to expand its business and
transfer its brand image successfully.