Branded Customer Service

Branded Customer Service advances the argument that brand equity is built not just through advertising and public relations, but also through the human exchange of customer service. Customer relations experts Janelle Barlow and Paul Stewart argue that strong brands are the product of a corporate culture which values providing quality customer service; they provide a series of case studies which demonstrate how this is achieved. Challenges to consistent branding are discussed and suggestions for reinforcing a brand’s identity internally are offered. The book also discusses how to link brands to the company's selling style or messaging and how to connect with customers on an emotional level.