Abstract
Identifying and sustaining the values of a services brand is vitally important for brand success. This paper explores the origins of services brands' values and the issues that arise when identifying and sustaining them. In addition, the failure factors associated with and the people responsible for the identification of services brands' values are discussed. The work is based upon a literature review and in‐depth interviews with leading‐edge services branding consultants. Techniques are discussed for identifying and sustaining services brands' values. These indicate that, while the identification of services brands' values needs to focus internally within the organization, the issue of gaps between image and identity cannot be ignored. It is suggested that core and peripheral brand values need different treatment in order to maximize services brands' success and that human resources management is one of the most effective methods of sustaining services brands' values.
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