Brand positioning in financial services: Prevalence of positioning attributes

Comments 0

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 the brand with each of the positioning attributes was compared across brands. The results (in Table 7) suggest very little difference between brands, particularly given that the average total sample size for each brand is about 100 respondents. ‘Suitable fees and charges’ was less prevalent than ‘responsive to needs’ but this was again systematic across brands. Therefore it can be concluded that there was little difference in either the size of the CVDs or the prevalence of the image attributes across brands.

Table 7 Percentage of users associating brand with attribute: Average across time periods

Suitable fees and charges

Responsive to needs

Brand 1



Brand 2



Brand 3



Brand 4






Representative APR 391%

Let's say you want to borrow $100 for two week. Lender can charge you $15 for borrowing $100 for two weeks. You will need to return $115 to the lender at the end of 2 weeks. The cost of the $100 loan is a $15 finance charge and an annual percentage rate of 391 percent. If you decide to roll over the loan for another two weeks, lender can charge you another $15. If you roll-over the loan three times, the finance charge would climb to $60 to borrow the $100.

Implications of Non-payment: Some lenders in our network may automatically roll over your existing loan for another two weeks if you don't pay back the loan on time. Fees for renewing the loan range from lender to lender. Most of the time these fees equal the fees you paid to get the initial payday loan. We ask lenders in our network to follow legal and ethical collection practices set by industry associations and government agencies. Non-payment of a payday loan might negatively effect your credit history.

Calculate APR

Happily Served Customers

Get pre-approved for a large personal loan today!