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Branding in UK banks and building societies: a relationship approach

  • Jillian Dawes Farquhar
Research Output: Contribution to journal Article Peer-review

Abstract

Branding in financial services has not really achieved the differentiation that providers of these services have been seeking. Banks and building societies (B&BS) have also invested heavily in the building of relationships, which may form a stronger basis for branding. The purpose of this paper is to propose an alternative approach to branding, based on relationships. In-depth interviews were conducted with managers charged with customer relationships in a selection of UK high street banks and building societies to elicit the range of relationships that have the potential for branding initiatives. From the findings emerges a number of stakeholders who are then plotted into the brand environment of B&BS. This study develops an empirically derived approach to branding based stakeholder relationships and hence already embedded in the B&BS strategy.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 43-56

Journal (Volume, Issue Number)

Journal of Strategic Marketing (Volume 19, Issue 1)

Publication milestones

  • Published - 01/02/2011

Publication status

Published - 01/02/2011

ISSN

0965-254X

External Publication IDs

  • handle.net: 10547/251138
  • Scopus: 79951804980

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