Branding Financial Services

Abstract

Looks at branding and its growing importance in financial services over the last ten years. Examines the dilemmas faced by organizations with corporate, divisional and individual brands. Also investigates the approaches being used by leading players in the market.

Citation

Saunders, J. and Watters, R. (1993), "Branding Financial Services", International Journal of Bank Marketing, Vol. 11 No. 6, pp. 32-38. https://doi.org/10.1108/02652329310045747