Branding in UK banks and building societies: a relationship approach
| dc.contributor.author | Farquhar, Jillian Dawes | en_GB |
| dc.date.accessioned | 2012-11-06T08:27:08Z | en |
| dc.date.available | 2012-11-06T08:27:08Z | en |
| dc.date.issued | 2011-02 | en |
| dc.identifier.citation | Farquhar, J.D. (2011) 'Branding in UK banks and building societies: a relationship approach' Journal of Strategic Marketing 19 (1):43-56 | en_GB |
| dc.identifier.issn | 0965-254X | en |
| dc.identifier.doi | 10.1080/0965254X.2010.537762 | en |
| dc.identifier.uri | http://hdl.handle.net/10547/251138 | en |
| dc.description.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. | |
| dc.language.iso | en | en |
| dc.publisher | Taylor and Francis | en_GB |
| dc.relation.url | http://www.tandfonline.com/doi/abs/10.1080/0965254X.2010.537762 | en_GB |
| dc.subject | branding | en_GB |
| dc.subject | brand environment | en_GB |
| dc.subject | relationships | en_GB |
| dc.subject | stakeholders | en_GB |
| dc.subject | banks | en_GB |
| dc.subject | building societies | en_GB |
| dc.title | Branding in UK banks and building societies: a relationship approach | en |
| dc.type | Article | en |
| dc.identifier.journal | Journal of Strategic Marketing | en_GB |
| html.description.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. |
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Centre for Advances in Marketing (CAM)
CAM concentrates on streams of research into branding, cross-cultural marketing and marketing communications.