Managing the image of your bank: the glue that binds

Publisher Website
Google Scholar
Abstract
Banking in Britain has suffered a crisis of identity in recent years. The British public’s favourable attitude towards the British clearing banks has declined along with a perception that standards of service have fallen and that building societies offer better standards of service. Argues that marketing and image research studies should be given the same attention as the monthly financial figures, should be treated with the same respect and should feed into strategic decision making. Suggests that financial institutions need to focus on five areas of activity, namely: strategic direction; legal threats to survival; capital management; succession; and protection and promotion of the corporate reputation. Outlines the benefits accruing from image and gives guidelines as to why and how a bank’s corporate image should be managed.

This publication has 7 references indexed in Scilit: