Почему ни один из брендов сферы финансовых услуг не является великим?

Чернатони Лесли; Коттем Сьюзан

Методология;

Чтобы понять менее успешные бренды, подойдем к этому вопросу с другой стороны — рассмотрим, что же предшествует успеху бренда;

Бренды, которые прочно держатся за свое прошлое;

Акцент на финансовых результатах;

Недостаточная лидерская поддержка бренда;

Слабая дифференциация;

Необходимость лучше понимать и больше концентрироваться на брендинге;

Низкое качество обслуживания;

Политика и практика работы с персоналом для поддержки бренда;

Значение ценностей корпоративной культуры и бренда;

Стратегия бренд-менеджмента Управленческий аспект

Финансы

Ключевые слова: финансовые услуги, приверженность бренду, персонал, Великобритания

Аннотация

Статья посвящена изучению факторов, характеризующих успешные, но не процветающие бренды сферы финансовых услуг Великобритании. В существующей литературе часто пишут о том, что может способствовать успеху бренда. При этом мало внимания уделяется причинам неудач. Данная работа преследует цель восполнить этот пробел. В основе исследования лежат данные результатов углубленного опроса 42 сотрудников четырех компаний, позволившего определить основные причины, помешавшие рассмотренным брендам сферы финансовых услуг стать великими.

Журнал: «Бренд-менеджмент» — №2, 2008 (© Издательский дом Гребенников)

Объем в страницах: 16

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Чернатони Лесли

Школа бизнеса Университета Бирмингема.

Эдгбастон, Великобритания

Коттем Сьюзан

Школа бизнеса Университета Бирмингема.

Эдгбастон, Великобритания

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