Financial Services

Marketing banking and insurance brands

Articles and cases by category:
Banks, credit cards, loans
Building societies



Herbjørn Nysveen and Per Pedersen, International Journal of Market Research, Vol. 56, No. 6, 2014
The purpose of this article is to study the influence of customer co-creation participation on customers’ brand experience, brand satisfaction and brand loyalty. We apply a service logic approach in which co-creation participation refers to co-creation of customer value together with the brand, co-creation of new value with the brand and co-creation of value together with other customers within the context of the brand.

Nina Keller and Sebastian Prassek, ESOMAR, Qualitative, November 2014

This paper describes the effects and benefits of games in qualitative research, including increased engagement and better quality insights, using an example of research by German bank ING-DiBa to uncover new customer insights.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how Bank of America embarked on a transformative repositioning effort by tapping into the expertise of a diverse range of stakeholders, from politicians and community leaders to employees at all levels of its organisation.


Low Lai Chow, Event Reports, Asia's Customer Festival, October 2014

This event report explains how DBS, the bank, is using data analytics and taking inspiration from other industries to innovate and grow in Asia.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report shows how Visa, the financial-services group, is leveraging social media to enhance the position of its brand.


Anna Sin , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how the electronic payment system (EPS) was facing a 'Jetso'-driven ('personal rewards') payment market in Hong Kong (HK), one that was being created through competition between credit cards and Octopus (originally a fare-collection system that had been extended to small-value payments in the retail sector).


Suchitra Sukumar , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how AXA, the health insurance company, reached Indian consumers by adopting a light-hearted yet educational tone, rather than the usual alarmist strategy.


Genevieve Gay, Sandeep Arya, Subhendu Mukherjee and Charles Davies, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how OCBC Bank overcame Singaporeans' inertia towards changing banks by contrasting their money's inactivity with their own hard work.


Vibha Gupta, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Metlife, the insurance provider, used a partnership with a trusted Indian bank to increase brand preference and consideration.

WARC RECOMMENDS


RECOMMENDED CASES

Financial Services

Warc's pick of the most effective financial case studies


CASE STUDY

American Express: Small Business Saturday

How a financial services giant established a national event


CASE STUDY

NTUC Income

Warc Prize Asia winner on the Singaporean insurance brand


COMPANY PROFILES

Financial Services

Data and analysis on the sector's major companies


CASE STUDY

Commonwealth Bank: Investorville

Building the world's first investment property simulator