Corporate branding in a banking environment
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 1 June 2002
Abstract
This study explores the concept and management of a corporate branding strategy in a large South African bank. The authors review the process that Absa Bank took in developing a corporate brand after merging four banks in their group into one new large one. Models of corporate branding are reviewed and then compared with the actual process undertaken by the banks. Interviews were conducted with key managers within the bank as well as in their advertising agency. The results show that Absa bank followed the processes described in the comprehensive models.
Keywords
Citation
Daffey, A. and Abratt, R. (2002), "Corporate branding in a banking environment", Corporate Communications: An International Journal, Vol. 7 No. 2, pp. 87-91. https://doi.org/10.1108/13563280210426142
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited