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But today, brands are alive and stand for a “distinctive name identifying a product or service”. It builds the basis for differentiation and competitive advantage by influencing the stakeholder image of the corporation.
A service organization is a habitat of resources - its employees. Branding a service organization is branding the services and the professionals. The intangible nature of professional services implies the organization should be perceived as expert in its domain. Healthcare industry is a true service industry and here, people serve other people.
Therefore, internal branding of the services gains significant importance...
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