Services branding: Revealing the rhetoric within retail banking

Deirdre O'loughlin, Isabelle Szmigin

Research output: Contribution to journalArticlepeer-review

Abstract

This paper presents key branding findings from a qualitative study of consumers and financial services practitioners and explores the current role, importance and challenges associated with branding within Irish retail financial services. Managerial and consumer research highlighted the limited role of branding and the growing gap between brand-based expectations and service brand execution. Key conclusions and implications are proposed in terms of developing an effective multidimensional brand strategy which is both profitable to suppliers and desirable to consumers. The paper recommends that financial services branding be focused upon the promotion of meaningful functional values, delivered through a customer-centred, process-driven approach.

Original languageEnglish
Pages (from-to)435-452
Number of pages18
JournalService Industries Journal
Volume27
Issue number4
DOIs
Publication statusPublished - Jun 2007
Externally publishedYes

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