How to Improve the Bank Brand Image
In the wake of Main St vs. Wall St, large bank executive bonuses, and bailouts, consumers are wary of financial service companies. Lack of confidence in the banking sector contributed to June 2010′s Consumer Confidence report's 9.8 point dip. To win-back consumer confidence, banks need to craft messages relevant to today's consumer environment. That means showing that they are in touch with the current market reality, and refreshing their personalities to attempt human connection (a difficult task for banks!).
Recent advertising campaigns by Ally Bank and Capital One show that they have distinct approaches to marketing strategy and building their brand. Ally is built for the consumer in 2011 whereas Capital One tries to be ahead of the curve, but in reality is stuck in 2007.
Ally Bank
Ally demonstrates the bank is in-tune with the current consumer market by providing a high interest rate. Smart, considering many consumers need every penny they can get to stay afloat. Ally also distances itself from "traditional" banking practices by exposing them with a typical banker and naive kid scenario. In doing so, Ally takes an honest look in the mirror and identifies systemic banking flaws — particularly hidden, deceptive fees. Ally plays on these deceptive practices as the banker steals a couple of eggs from the kid — attributing it to a "management fee," though it seems like an arbitrary rule made to feed his greed.
Ally tries to shed the "soul-less" banking corporation by injecting personality into its commercials. The bank takes a humorous approach to expose the deceptive practices of traditional banks. The deceptive scenario is reluctantly funny because it's terrible to cheat a child but banks are so obvious in "cheating" their customers, according to Ally bank.
Capital One
Capital One's "geo-pin" commercial paints the banking company as an upbeat, energetic, urban brand that appeals to today's youth. The enormous pin in the street is a fun guerrilla marketing campaign to bring awareness to the company's many convenient locations. And Capital One dials up the youthful energy with drummers pounding on the "geo-pin" with drumsticks, skateboarders swooping under it and football players playing catch over it.
Capital One's attempt at demonstrating a realistic, approachable personality that reflects the true attitude of today's youth, falls...
To read more about band brands, go to Sparxoo, a digital marketing agency.
Questions and Answers
A brand can take many forms, including a name, sign, symbol, color combination or slogan.brand as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name."
A branded kiosk is pushing its way forward in the digital signage industry, as it is now linking the hardware to the companies who use them.
The service is an area that helps companies in funds acquisition, advising for wide range of transactions for future businesses. Investment banking deals with providing financial assistance to the companies for business matters, it is essential to ensure quality service in the area. Quality assurance is the main pillar of any business including profit and nonprofit organizations, government and nongovernmental organizations as it affects the level of success in the business.
Advertising is an enormous concept, which involves creating content with appropriate advertising images so that it can attract and influence the viewers.
Nowadays, banking service business has become fiercely competitive. The purpose of this study was to examine the relationship between selected factors (brand image, friendship, perceived service satisfaction, perceived core service quality, social regard and social comfort) and customer loyalty of HSBC Ho Chi Minh customer in Vietnam. The questionnaire designed based on factors: brand image, friendship, perceived service satisfaction, perceived core service quality, social regard and social comf
In the market, there are many brand names that are coupled with other brand names in the process of marketing in a strategy known as "co-branding." While not new, co-branding was rediscovered recently after being neglected in the past decades. As the companies in complementary industries increasingly resort to co-branding after forging business alliances, Labbrand research shows the benefits and problems associated with the practice.
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Companies like Arch Coal (ACI) and Massey Energy (MEE) watched his or her stock climbed.
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