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Brand Strategy in Retail Financial Services

Single, Multiple and Online

Format: Hardback
Publisher: Informa Professional, Essex, United Kingdom
Imprint: Informa Business Publishing
Published: 30th Nov 1999
Dimensions: h 230mm
ISBN-10: 1852718439
ISBN-13: 9781852718435
Barcode No: 9781852718435
Synopsis
This report highlights many brand developments in retail financial services, shows the reader how to assess the strength of existing brands, explains how brands can be created and allows the reader to evaluate brand strategy from single versus multiple brands, determines consumer perception of brands, shows how to maintain and protect brand value, assesses the impact of the Internet on the industry, explains the key issues in creating online brands, identifies the role of brands in financial services in the future and helps strengthen long-term customer loyalty.

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