Branding in financial services

John Reid

In spite of the proliferation of articles on financial services in the tabloids as well as the quality press, this article suggests that the public is far less knowledgeable about this sector than would at first appear.

Branding in financial services

Public knowledge about financial services is poor. What does this suggest about advertising and branding strategies?

John Reid

In spite of the proliferation of articles on financial services in the tabloids as well as the quality press, this article suggests that the public is far less knowledgeable about this sector than would at first appear. The importance of customer satisfaction in the financial market is stressed, and a key point of the paper is the development of a customer into a brand advocate. Using an interesting analogy, the brand suspect is contrasted with the brand terrorist,...

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