000			01648nam a22002417a 4500
003			ZW-GwMSU
005			20210510123320.0
008			210510b |||||||| |||| 00| 0 eng d
040			_aMSU _cMSU _erda
100	1		_aFarquhar, Jillian Dawes _eauthor
245			_aBranding in UK banks and building societies: _ccreated by Jillian Dawes Farquhar. _ba relationship approach
264			_aAbingdon _bTaylor and Francis _c2011
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of Strategic Marketing. _vVolume 19, number 1,
520			_aBranding in financial services has not really achieved the differentiation that providers of these services have been seeking. Banks and building societies (B&BS) have also invested heavily in the building of relationships, which may form a stronger basis for branding. The purpose of this paper is to propose an alternative approach to branding, based on relationships. In-depth interviews were conducted with managers charged with customer relationships in a selection of UK high street banks and building societies to elicit the range of relationships that have the potential for branding initiatives. From the findings emerges a number of stakeholders who are then plotted into the brand environment of B&BS. This study develops an empirically derived approach to branding based stakeholder relationships and hence already embedded in the B&BS strategy.
650	4		_aBranding
650	4		_aBrand environment
650	4		_aRelationships
856			_uhttps://doi.org/10.1080/0965254X.2010.537762
942			_2lcc _cJA
999			_c157099 _d157099