SPECIFIC FEATURES OF BRAND MANAGEMENT IN THE SERVICE SECTOR

Abstract

The article aims to systematize the theoretical and applied characteristics of brand management in the service sector that distinguish it from product branding and to identify practical management directions for service companies. The study is based on a comparative analysis of local and international scholarly sources and on the synthesis of service-dominant logic, value co-creation, internal branding and customer experience approaches, while also considering digitalization and competition in the Azerbaijani service market. The results show that a service brand is shaped not only by a name, logo and communication symbols, but also by the service process, employee behaviour, quality consistency, digital touchpoints and trust-building mechanisms. The proposed conceptual model covers brand identity and value promise, service experience design, and a relationship and reputation ecosystem. It links the delivery of the brand promise, internal branding and digital reputation management as practical conditions for competitive service brands. This approach interprets a service brand as a management system integrated with marketing, human resources, operations management and quality control.