A great brand is which goes beyond the core product in value added services to give beyond the expectations of consumers.
A live example of this is UPS Store in Inida. (Source: The Brand Reporter)
Courier services had been a commoditized business where when you walk in you will meet uneducated people ruffling away parcls etc but UPS targeting SOHO and SMEs has devised a new strategy. Customers can track their parcels through SMS, delivery box service being given to customers; next day delivery to Europe and USA; at the store customers can get specialised and customised packaging services for variety of services and the entire staff is trained for pacakaging. Besides, store stocks stationery items and packaging materials like bubble wrap and thermocol which are hard to find elsewhere. Plus you can email your document to the store and they will take print out and courier it across!! Whew! along with that they give printing, lamination and binding services at the store.
Awsome way of buidling surprise expectations for customers