Promoting brand identity: What's your name again?

Abstract

Perception of what a brand name stands for is vital. And building a favorable perception is a drawn-out, sometimes complex process. When it comes to building an overall perception for a financial service company, something more than price-and-product-features advertising is almost certainly needed. Several financial institutions' strategies for building brand identity are described. Regardless of how a bank or bank holding company hopes to position itself to build an identity, it must make sure to live up to its promises.