Are You Banking On Your Brand?
Bank branding is an inexact science that has evolved into a complex and often expensive means of identifying and marketing financial institutions. As with any service-oriented industry, banks have followed marketplace trends in recent years to ensure they remain relevant to both consumer and institutional markets. Some banks have done this several times as a result of mergers, acquisitions, business strategies or attempts to revitalize a stagnant market position.
Is there a “brand shortfall” among banks? In this Strategic Commentary entitled “Are You Banking on Your Brand?” Speer & Associates, Inc. (S&A) looks at bank branding in the context of supporting business strategies and competing in today’s media-intensive world.
