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Building financial brands: the Russian way

Building financial brands: the Russian way Purpose – The purpose of this article is to report on home‐grown methods to build financial brands the Russian way. Design/methodology/approach – This is a viewpoint article based on the author's experiences of working with leading Russian banks as the managing director of SCG London, international strategic branding consultancy. Findings – The increasingly competitive – and crowded – Russian retail banking market has led to a growing awareness of the importance of branding in helping domestic banks distinguish themselves. Originality/value – This article is of value to bank marketers wanting a brief overview and introduction to bank marketing and branding in Russia. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Building financial brands: the Russian way

International Journal of Bank Marketing , Volume 26 (4): 6 – Jun 13, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652320810884803
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this article is to report on home‐grown methods to build financial brands the Russian way. Design/methodology/approach – This is a viewpoint article based on the author's experiences of working with leading Russian banks as the managing director of SCG London, international strategic branding consultancy. Findings – The increasingly competitive – and crowded – Russian retail banking market has led to a growing awareness of the importance of branding in helping domestic banks distinguish themselves. Originality/value – This article is of value to bank marketers wanting a brief overview and introduction to bank marketing and branding in Russia.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jun 13, 2008

Keywords: Brands; Banking; Sales campaigns; Russia

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