Abstract

Since the 1990s, the study of service brands has begun and developed rapidly but still remains relatively limited as works were mostly inspired by research on product brands. While several studies point out the homogeneity between these two concepts, there are (substantially) different aspects in terms of brand attributes and the way that customers build brand image in their mind. This study reviews the dominant literature of brand image in the service sector and clarifies the similarities and differences between the service brand and product brand. Also, using qualitative methods, this study aims to find service brand attributes in the education sector. From the above analysis, the study provides further research on the synthesis of brand image in the service sector. Finally, new directions of research in the field are suggested.