Survival of the fittest US finance brands

The economic crisis showed that even apparently strong financial brands can fail. How can they improve their resilience to economic turmoil in the future? The quantitative Corporate Branding Index (CBI) assigns a Brand Power number – combining familiarity and favourability – to major U.S.

Survival of the fittest: which US banks weathered the fiscal storm?

James R Gregory

The economic downturn hit the financial industry hard. A few firms survived relatively undamaged, while others have found their relatively strong brands to be of little help in supporting their host company in times of trouble. The forces at work in this recession were so strong that brands hardly mattered. Now that the dust is settling, where do bank brands go from here?

To answer the question, we assessed the strength of American financial brands using Core Brand's proprietary quantitative research study, Corporate Branding Index (CBI),...

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