This
paper explains that service
branding, more difficult than
product branding, requires
identifying the uniqueness and expertise of the service that is provided. The author points out that, in the training service industry, which is becoming a mainstay for almost all industries, especially in the technology and special skills arena, the effectiveness of the
trainer plays a critical role in the branding process. The paper relates that identifying internal variables using performance-
appraisal reviews, surveys, feedback, and management
information system (MIS) tools can help organizations develop and implement quality service programs.