Brands are increasingly important today because they help companies create compelling points of differentiation in an increasingly competitive marketplace
Until now, most books on branding have focused just on branded products and marketing campaigns. In contrast, this book shows that delivering branded customer service—service that supports and extends companies’

brands—can be an especially distinctive and powerful competitive advantage. This book shows how to infuse an entire organization with brand values and create a recognizable style of service that reinforces brand promises and brand images. Branded Customer Service is a practical guide to moving service delivery to a new level so that brand reinforcement occurs every time customers interact with organizational representatives.