Know-How Exchange : Branding

Read up:
Corporate identity: beyond branding. (banking industry): An article from: Bank Marketing by Douglas A. Peklo

The brand matters How Chicago's Labe Bank translated branding into growth: An article from: Bank News by David Arts

The Best of Branding: Best Practices in Corporate Building by James R. Gregory

Hi there

one of the most successful branding program ever undertaken by a bank was Citigroup after the merger of Citi and Travelers. have a look at the following links on this rebranding issue which might help you.

https://www.marketingprofs.com/6/young40.asp

https://www.marketingsherpa.com/barrier.cfm?contentID=3092

https://doi.contentdirections.com/mr/hbsp.jsp?doi=10.1225/504023

https://harvardbusinessonline.hbsp.harvard.edu/b01/en/common/item_detail.jh...

https://www.heraldtribune.com/apps/pbcs.dll/article?AID=/20070115/ZNYT01/70...

thats all for now.

cheers!!

brand is the visible manifestation of a collection of values, attitudes, personality, etc.

the process towards branding - whether be it banks or other products - should start with identifying the core value; defining the vision; articulating the mission steps; identifying what is known as the brand-verb and then arriving at the 'brand@titude'.

the last element - brand@titude - is a key feature in defining the distinctive nature of a brand. the author of this concept goes by the name nicman. you may write to him at nicman42@yahoo.com

kassertee

get your money back!

Dman