The Branding of Services

Abstract

As the more advanced or mature economies of the world evolve progressively towards higher standards of living, involving higher costs of living, higher levels of education, and the increased availability of advanced education for their populations, there is an increase in the availability of ‘brain power’, and a subsequent decrease in the supply of ‘muscle power’. In short, our endless quest for progress and improvement leads, on both the individual and national level, to the steady conversion of brawn to brain. This steady conversion process causes a series of changes over time.