 According to Fripp, G. (2013) the brand touchpoints for service-based businesses, who may only distribute their products and services through their staff or a call centre, are their contact staff themselves.For businesses with their own retail/service outlets, the facilities of the store are the brand touchpoint facilitating multiple touchpoints such as, signage, environment, aesthetics, atmosphere and interaction with staff and product.These brand touchpoints able to be generated deliberately by the business.