Corporate identity: beyond branding. (banking industry): An article from: Bank Marketing
Book Details
Author(s)Douglas A. Peklo
PublisherBank Marketing Assn.
ISBN / ASINB00092WUJI
ISBN-13978B00092WUJ3
AvailabilityAvailable for download now
Sales Rank11,229,185
MarketplaceUnited States 🇺🇸
Description
This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on June 1, 1994. The length of the article is 2665 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: Banks are now turning to brand marketing to differentiate themselves from competitors. Technological innovations have made it possible for people to bank without leaving their homes, a development which creates problems for banks whose marketing efforts have so far remained outside the home. In addition, bank mergers and consolidations have made it difficult for customers to identify banks by name. Since corporate identity is no longer the only key to bank marketing, banks should zero-in on its most popular banking services and make them brand name products. The branding process should be undertaken witth the assistance of a branding consultant, who will initially research the bank's market and products and follow up with a name development strategy. The complete four-month program should include trademark registration to protect a bank's name brands as corporate assets.
Citation Details
Title: Corporate identity: beyond branding. (banking industry)
Author: Douglas A. Peklo
Publication:Bank Marketing (Magazine/Journal)
Date: June 1, 1994
Publisher: Bank Marketing Assn.
Volume: v26 Issue: n6 Page: p14(6)
Distributed by Thomson Gale
From the supplier: Banks are now turning to brand marketing to differentiate themselves from competitors. Technological innovations have made it possible for people to bank without leaving their homes, a development which creates problems for banks whose marketing efforts have so far remained outside the home. In addition, bank mergers and consolidations have made it difficult for customers to identify banks by name. Since corporate identity is no longer the only key to bank marketing, banks should zero-in on its most popular banking services and make them brand name products. The branding process should be undertaken witth the assistance of a branding consultant, who will initially research the bank's market and products and follow up with a name development strategy. The complete four-month program should include trademark registration to protect a bank's name brands as corporate assets.
Citation Details
Title: Corporate identity: beyond branding. (banking industry)
Author: Douglas A. Peklo
Publication:Bank Marketing (Magazine/Journal)
Date: June 1, 1994
Publisher: Bank Marketing Assn.
Volume: v26 Issue: n6 Page: p14(6)
Distributed by Thomson Gale
