Building a strong services brand: Lessons from Mayo Clinic Academic Article uri icon


  • A strong services brand is built and sustained primarily by customers' interactions with the provider. A services branding model depicts the dynamics of brand creation. From the interrelationships among the presented brand, external communications, and customers' experiences emerge brand awareness, meaning, and, ultimately, equity. The Mayo Clinic case study illustrates the services branding model by showing how one organization has created, extended, and protected a powerful brand through an unwavering commitment to the well-being of its customers. Managers outside of healthcare can benefit from three branding lessons embedded in the Mayo Clinic story: (1) attend to organizational values; (2) play defense, not just offense; and (3) turn customers into marketers. 2007 Kelley School of Business, Indiana University.

published proceedings

  • Business Horizons

altmetric score

  • 1

author list (cited authors)

  • Berry, L. L., & Seltman, K. D.

citation count

  • 47

complete list of authors

  • Berry, Leonard L||Seltman, Kent D

publication date

  • May 2007