Services Branding: Revealing the Rhetoric within Retail Banking

Deirdre O'loughlin and Isabelle Szmigin

The Service Industries Journal, 2007, vol. 27, issue 4, 435-452

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.

Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:27:y:2007:i:4:p:435-452

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DOI: 10.1080/02642060701346748

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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