Building financial brands: the Russian way

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International Journal of Bank Marketing

ISSN: 0265-2323

Online from: 1983

Subject Area: Marketing

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Document Information:
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
Article type:	Viewpoint
DOI:	10.1108/02652320810884803 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	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.