TY  - JOUR
AB  - Purpose– The purpose of this article is to report on home‐grown methods to build financial brands the Russian way.Design/methodology/approach– This is a viewpoint article based on the author's experiences of working with leading Russian banks as the managing director of SCG London, international strategic branding consultancy.Findings– The increasingly competitive – and crowded – Russian retail banking market has led to a growing awareness of the importance of branding in helping domestic banks distinguish themselves.Originality/value– This article is of value to bank marketers wanting a brief overview and introduction to bank marketing and branding in Russia.
VL  - 26
IS  - 4
SN  - 0265-2323
DO  - 10.1108/02652320810884803
UR  - https://doi.org/10.1108/02652320810884803
AU  - Woodger Clive
PY  - 2008
Y1  - 2008/01/01
TI  - Building financial brands: the Russian way
T2  - International Journal of Bank Marketing
PB  - Emerald Group Publishing Limited
SP  - 275
EP  - 280
Y2  - 2024/04/25
ER  -