What is a pure service brand?
A pure service brand is a brand that creates services that have no significant tangible aspect to them. A good example of this would be the Disney company’s theme parks. To understand this, we have to understand what a pure service is.
Companies can make products or services. Products are tangible things that you can own. The company that makes your toothpaste has made a thing that you can pick up, hold, use, and perhaps even resell. Services are not tangible. When a company makes a service, it does something for you, but does not leave you with something you can hold in your hand. For example, your barber or hairstylist provides a service for you. You cannot hold the haircut and you cannot resell it, but it had value for you. A pure service is a service which has no tangible aspect to it. The experience that you get when you go to a Disney theme park is an example of this. You cannot take the experience home (though you can take pictures, buy souvenirs, etc.) and you certainly cannot resell it. There is no aspect of what you are buying that is truly tangible. A pure service brand is a brand, like Disney (theme park division) that is dedicated to providing pure services.
A pure service brand is one that mainly sells a service. A good example of this would be an airline that sells itself by providing a top-notch service for its customers. Unlike a product-based industry, where customers can physically take a product with them, a pure service industry sells customers something they cannot physically take with them. The service is an important service, but it is not one that can be physically held, unlike what is produced in a product-based industry.
Many years ago, there was a Milwaukee-based airline called Midwest Express Airlines. Its marketing slogan was “The Best Care in the Air.” It provided a first-class flying experience at prices lower than normal first-class fares on other airlines. Exquisite meals were served on real china using real silverware. The seats were leather and were very wide, with only two seats on each side of the aisle. Chocolate chip cookies were baked on board the airplane. Customer service was second to none. This airline was known for the exceptional customer service and the exceptional flying experience that it provided. This airline, which unfortunately no longer exists, was a good example of a pure service brand.