search query: @author Chernatony, L. / total: 6
reference: 1 / 6
« previous | next »
| Author: | Chernatony, L. Cottam, S. |
| Title: | Internal brand factors driving succesful financial services brands |
| Journal: | European Journal of Marketing
2006 : VOL. 40:5/6, p.611-633 |
| Index terms: | brands employees |
| Language: | eng |
| Abstract: | This paper aims at identifying internal factors that contribute to financial services brand success and facilitate better-informed branding activities, by means of that growing brand equity. The study was conducted through adapting a grounded theory approach and indepth interviews. The findings suggest that organisations with more succesful brands were characterised by the following factors: a holistic, consistent and integrated approach to branding, a focus on ecxellent and personalised customer service, an ethos which challenges the norm, and a synergy between the brand and organisational culture. |
« previous | next »
SCIMA