Issue 1, 2011

Starov S. A., Moreva I. A., Alkanova O. N. Services Branding Effectiveness Assessment: The Usage of Brand Touch-Points Model (on the Example of Siberia Air Company).

The article is devoted to the topic of branding effectiveness assessment on the services market and the potential of the usage of Brand Touch-Points model by S. Davis and M. Dunn for this purpose. As a result of the analysis the authors formulate the definitions of brand and branding from the services point of view and introduce the peculiarities of the branding effectiveness assessment procedure based on Brand Touch-points model on the example of brand S7 by Siberia air company. Keywords: Branding, Services Branding, Branding Effectiveness Assessment, Empirical Research, Brand Touch-Points.

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