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Service Brand Identity Characteristics of Software and IT Companies in Cluj-Napoca

Abstract The development of strong service brand confers market advantage under conditions of strong economic competition (Nádasi, 2016). In creating a strong service brand, the first steps include the elaboration of the service brand identity. The goal of this study consisted in applying the socio-scientific-based brand identity model of Burmann et al. (2017) in the analysis of the service brand identities of three Cluj-Napoca-based software and IT companies. The results of the analysis have shed light on the points of parity of the service brand identities of software and IT companies and highlighted the brand identity elements that enable differentiation (points-of-difference). The common points of the service brand identity of the Cluj-Napoca-based software and IT companies consisted in the emphasis on technical competences as well as customer and relationship orientation. Their differentiation was possible along their values and personality, which represent the symbolic benefits of service brand identity. Their symbolic differentiation also resulted in the differentiation of their offers.