Building brand value at Bank of America

This event report discusses how Bank of America, the financial services giant, shifted its brand strategy from centring on product profitability to focusing on customer profitability.

Building brand value at Bank of America

Stephen WhitesideWarc

Financial-services companies are, perhaps more than any other business, judged primarily on their performance over the last three months. And that emphasis on immediate results often hampers attempts to construct brands with an enduring appeal.

"It's very easy for us in the business to fall into the trap, especially when building the brand, to focus on the short term [and] quarterly earnings," Dan Hopkin, svp/brand marketing manager at Bank of America, informed delegates at the Advertising Research Foundation's Audience Measurement 9.0 conference, held in New York.

"Really, if you...

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