As the importance of brands is realised, so too is the importance of research in this area. However, to date, a number of branding models have been developed that lack empirical testing, are derived from the perspective of brand practitioners, and pay little attention to the branding of services. This study seeks consumer-based information via qualitative and quantitative methods regarding brand dimensions of services that hold meaning to consumers. The results indicate a number of key dimensions such as, core product/service, experience with brand, image of user, as important to consumers for both goods and services. Findings also indicted a significant influence of service brand associations on service brand attitude, also attitudes significantly influenced service brand usage. The results provide a platform upon which future research can be built.