Communicating Services Brands' Values Internally and Externally

This paper explores the ways that services brand values are communicated to both staff and customers. Values are communicated to employees via overt internal communications, the ripple effect, senior management example/involvement, HR activities and external communications. A number of failure factors which could hinder the communication of values to employees are identified. For consumers, values are communicated via their holistic experiences of the brand, interactions with employees, external brand communications and the tangible elements of the service offering. The results highlight the need for consistency in all brand value communications.