Branding in UK banks and building societies: a relationship approach
AuthorsFarquhar, Jillian Dawes
MetadataShow full item record
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.
CitationFarquhar, J.D. (2011) 'Branding in UK banks and building societies: a relationship approach' Journal of Strategic Marketing 19 (1):43-56
PublisherTaylor and Francis
JournalJournal of Strategic Marketing