Почему ни один из брендов сферы финансовых услуг не является великим?
Чернатони Л., Коттем С.

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;

Отрасли:
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
Кол-во знаков: около 43,194

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Чернатони Лесли

Школа бизнеса Университета Бирмингема.

Эдгбастон, Великобритания

Коттем Сьюзан

Школа бизнеса Университета Бирмингема.

Эдгбастон, Великобритания