Evolution of the branding concept in the service sector

Abstract

This article analyzes the historical development, theoretical foundations, and modern trends of the branding concept in the service sector. The article examines the gradual transformation of the brand concept - from product branding to service branding, the emergence of customer-centric strategies, digital transformation, and the integration of experience marketing. Additionally, the relationship between brand value, brand reliability, and customer loyalty in the service sector is analyzed using practical examples. The article contains scientific and practical conclusions, as well as recommendations for effective brand management. How the intangible nature of services affects strategies and the transformation of consumer-brand interactions is analyzed from a scientific perspective. The study highlights the modern “Service-Dominant Logic” theory and the role of brands in digital ecosystems.