Role of Branding in the Changing Marketing Communication Environment with respect to the Service Industry: A Review

With the massive change in the marketing communication environment, branding has become an important marketing priority for most companies. Branding has always followed a traditional approach where customers get information about brands through traditional media. With the rapidly changing communication environment, new perspectives are needed to understand branding. Marketing communications plays a crucial role in shaping the knowledge of the brands. Marketing communication is the voice of the company that informs, persuades and reminds consumers about their brands. Branding and brand equity with reference to marketing of services is an unexplored area. Therefore, it becomes important to study branding in the service industry since there is little research done.