Bank brand equity and its applications using Fond(s) De Marque® studies

Date of publication: June 15, 1994

Abstract:

All banks attempt to convince the public of their specificity and the specificity of the products and services that they offer. The efforts to do so are often in vain because, with the exception of a few well informed clients, banking clients tend to be lifetime clients of the banking establishment which is closest to their home or employment. In this report, we will describe the SORGEM's prescribed method for rendering banks and their products distinct from others.

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