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.
International Journal of Bank Marketing – Emerald Publishing
Published: Jun 13, 2008
Keywords: Brands; Banking; Sales campaigns; Russia