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...
