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Latest thinking on the optimisation of brand use in financial services marketing
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In this paper, the authors explore the tricky subject of brand optimisation in financial services with an emphasis on the latest thinking and most recent developments in this area, and propose a set of strategies.Abstract:
This paper explores the tricky subject of brand optimisation in financial services with an emphasis on the latest thinking and most recent developments in this area.read more
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The criteria for successful services brands
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Corporate marketing and service brands ‐ Moving beyond the fast‐moving consumer goods model
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Building on Services' Characteristics to Develop Successful Services Brands
TL;DR: In this article, the authors conducted interviews with 28 leading brand consultants to understand how to develop and sustain successful services brands with their unique characteristics, and found ways of circumventing the problems of intangibility and heterogeneous quality.
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Internal brand factors driving successful financial services brands
TL;DR: In this article, the authors identify internal factors contributing to financial services brand success and ultimately to facilitate better-informed branding activities, thereby growing brand equity, which can provide a sustainable competitive advantage.