Brand positioning in financial services: IMPLICATIONS

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In essence, the key finding of this research is that there did not appear to be brand positions that were consistently more strongly related to customer vulnerability for a single brand. The attributes that were ‘better’ tended to be for all brands in the market. Indeed looking across the different attributes included in this study […]

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Brand positioning in financial services: DISCUSSION

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Brand positioning in financial services: DISCUSSION

This paper aimed to establish if there were any positioning attributes that could be considered ‘better’ than other attributes for brands in the market place. The method used to assess this was to identify if there were any positions that had a consistently stronger relationship with customer vulnerability. The strength of the relationship was assessed […]

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Brand positioning in financial services: Prevalence of positioning attributes

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There were two attributes that appeared to have a stronger relationship with customer vulnerability. Aaker suggests that one of the other criteria for a good positioning attribute is how many customers are aware of it, or its prevalence. Therefore, to see if any brands were better in terms of prevalence, the proportion of users associating […]

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Brand positioning in financial services: Brand effects

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To assess if the attributes with stronger relationships with customer vulnerability were unique to particular brands, the CVDs were examined for each brand individually across time periods. The results are shown in Table 4. For the majority of positioning attributes, there was minimal difference in the size of the CVDs between brands. The maximum CVD […]

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Brand positioning in financial services: RESULTS

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Brand positioning in financial services: RESULTS

The key analysis involved establishing the difference in the customer vulnerability levels based on association of the financial institution with the positioning attribute. This was undertaken for the four main brands in the market. The following calculation was used: CVD = Mean CVma – MeanCVnma Where: CVD = Customer vulnerability difference Mean CVma = Mean […]

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Brand positioning in financial services: Measurement of brand-attribute association

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In this research brand/attribute association was measured using a free choice, pick any approach, where both brands and attributes were provided to respondents. In this case, a table of brands and attributes was provided and respondents were asked to circle brands they associated with each attribute. A ‘none of these’ option was also provided. The […]

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Brand positioning in financial services: RESEARCH METHODOLOGY

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Research design The studies chosen to investigate this issue were a series of three commercial surveys conducted with businesses. The focus of the surveys was on the perceptions about brands used for financial services and current/future usage of those brands. The data were collected via mail in 1996, 1998 and 2000. The samples for each […]

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