Online from: 1983
Subject Area: Marketing
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|Title:||Building financial brands: the Russian way|
|Author(s):||Clive Woodger, (SCG London, London, UK)|
|Citation:||Clive Woodger, (2008) "Building financial brands: the Russian way", International Journal of Bank Marketing, Vol. 26 Iss: 4, pp.275 - 280|
|Keywords:||Banking, Brands, Russia, Sales campaigns|
|DOI:||10.1108/02652320810884803 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this article is to report on home-grown methods to build financial brands the Russian way.
Design/methodology/approach – This is a viewpoint article based on the author's experiences of working with leading Russian banks as the managing director of SCG London, international strategic branding consultancy.
Findings – The increasingly competitive – and crowded – Russian retail banking market has led to a growing awareness of the importance of branding in helping domestic banks distinguish themselves.
Originality/value – This article is of value to bank marketers wanting a brief overview and introduction to bank marketing and branding in Russia.
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