WHY BANKS NEED A SLOGAN
Urban Bacher () and
Eva Amann
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Urban Bacher: Hochschule Pforzheim University, Federal Republic of Germany
Eva Amann: Hochschule Pforzheim University, Federal Republic of Germany
Interdisciplinary Management Research, 2014, vol. 10, 513-520
Abstract:
Some specific features of banking products (they are abstract, time-related, immaterial, in need of explanation, legally standardized, imitable, and require a minimum of trust) make their marketing quite challenging. Good branding seems to be a solution to this problem. There is a lot of competitive pressure on the banking market. It is very important for a lending institution to be properly positioned in itscompetitive environment. A prerequisite for such positioning and differentiation is an integrated, consistent communication, which reinforces the recognition value of the company. A well thought-out slogan, representing the brand features and speaking to customers’ emotions, is an important component of successful branding and communication strategy of financial institutions.
Keywords: slogan; wear-out effect; banking products; dual code theory (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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