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Long gone are the days where a brand was merely a logo or trademark that distinguished a company's products from those of competitors. The fastest-growing sectors of the modern economy are dominated by companies whose offer is complex and delivered in the context of long-term service partnerships. In such a service-dominated economy, we must re-conceptualise our notion of brand so that it provides the context in which such service-based marketing flourishes. The notion of services marketing is not new, and there is a rich literature about the notion of brand building through a series of service encounters, each one exceeding the expectations of customers, thereby building brand equity. For almost 20 years, these key moments of customer–company contact, the bricks and mortar of the service brand structure, have been measured by SERVQUAL, a battery of measures for assessing the quality of …