Abstract

A brand emerges from the interactions between the organization’s proposition, which is manifested through the service interaction, and the customers’ perceptions, as the reflex of their past experiences with the branded offerings. However, despite its role as a proposition, the brand value is grounded on the meanings associated by the customers to the brand name, and especially, by the power that these associations have to influence their attitudes – in other words, customers value a brand for its ability to deliver consistent experiences. This chapter proposes a model for the development of brand-based service interactions, which reinforces the customers’ experiences with the brand, strengthening their trust in the brand’s ability to deliver as expected.