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| Tekijä: | Chernatony, L. Cottam, S. |
| Otsikko: | Internal brand factors driving succesful financial services brands |
| Lehti: | European Journal of Marketing
2006 : VOL. 40:5/6, p.611-633 |
| Asiasana: | brands employees |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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