European Journal of Service Management

This article is about using BCs to manage brand equity in the service market. Theoretical considerations include the specificity of market services and the essence of BC formation. Various definitions of service are given. The service itself, however, is characterized by: immateriality, impermanence, inseparability of service and quality instability. The most popular model of service management by managers was shown. BC was presented from the modernism era through postmodernism up to the present. A set of variables influencing the emergence of the consumer group was shown. As a conclusion, the areas were shown in which a consumer group adhering to a given brand can be used to spread the brand image, increase loyalty, strengthen brand awareness, or better perceive its quality. BC is treated as a tool to manage the brand equity in the service market. The article recapitulation points to certain limitations. Its main imperfection is to present the problem only in theoretical terms, although the author sees the possibility of developing the problem based on research in the market of service goods.