2.50
Hdl Handle:
http://hdl.handle.net/10547/251138
Title:
Branding in UK banks and building societies: a relationship approach
Authors:
Farquhar, Jillian Dawes
Abstract:
Branding in financial services has not really achieved the differentiation that providers of these services have been seeking. Banks and building societies (B&BS) have also invested heavily in the building of relationships, which may form a stronger basis for branding. The purpose of this paper is to propose an alternative approach to branding, based on relationships. In-depth interviews were conducted with managers charged with customer relationships in a selection of UK high street banks and building societies to elicit the range of relationships that have the potential for branding initiatives. From the findings emerges a number of stakeholders who are then plotted into the brand environment of B&BS. This study develops an empirically derived approach to branding based stakeholder relationships and hence already embedded in the B&BS strategy.
Citation:
Farquhar, J.D. (2011) 'Branding in UK banks and building societies: a relationship approach' Journal of Strategic Marketing 19 (1):43-56
Publisher:
Taylor and Francis
Journal:
Journal of Strategic Marketing
Issue Date:
Feb-2011
URI:
http://hdl.handle.net/10547/251138
DOI:
10.1080/0965254X.2010.537762
Additional Links:
http://www.tandfonline.com/doi/abs/10.1080/0965254X.2010.537762
Type:
Article
Language:
en
ISSN:
0965-254X
Appears in Collections:
Centre for Advances in Marketing (CAM)

Full metadata record

DC FieldValue Language
dc.contributor.authorFarquhar, Jillian Dawesen_GB
dc.date.accessioned2012-11-06T08:27:08Zen
dc.date.available2012-11-06T08:27:08Zen
dc.date.issued2011-02en
dc.identifier.citationFarquhar, J.D. (2011) 'Branding in UK banks and building societies: a relationship approach' Journal of Strategic Marketing 19 (1):43-56en_GB
dc.identifier.issn0965-254Xen
dc.identifier.doi10.1080/0965254X.2010.537762en
dc.identifier.urihttp://hdl.handle.net/10547/251138en
dc.description.abstractBranding in financial services has not really achieved the differentiation that providers of these services have been seeking. Banks and building societies (B&BS) have also invested heavily in the building of relationships, which may form a stronger basis for branding. The purpose of this paper is to propose an alternative approach to branding, based on relationships. In-depth interviews were conducted with managers charged with customer relationships in a selection of UK high street banks and building societies to elicit the range of relationships that have the potential for branding initiatives. From the findings emerges a number of stakeholders who are then plotted into the brand environment of B&BS. This study develops an empirically derived approach to branding based stakeholder relationships and hence already embedded in the B&BS strategy.en_GB
dc.language.isoenen
dc.publisherTaylor and Francisen_GB
dc.relation.urlhttp://www.tandfonline.com/doi/abs/10.1080/0965254X.2010.537762en_GB
dc.subjectbrandingen_GB
dc.subjectbrand environmenten_GB
dc.subjectrelationshipsen_GB
dc.subjectstakeholdersen_GB
dc.subjectbanksen_GB
dc.subjectbuilding societiesen_GB
dc.titleBranding in UK banks and building societies: a relationship approachen
dc.typeArticleen
dc.identifier.journalJournal of Strategic Marketingen_GB
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