HCBE Faculty Articles

Title

Corporate Branding in a Banking Environment

Document Type

Article

Date

2002

Publication Title

Corporate Communications: An International Journal

ISSN or ISBN

1356-3289

Volume

7

Issue

2

First Page

87

Last Page

91

Description

This study explores the concept and management of a corporate branding strategy in a large South African bank. The authors review the process that Absa Bank took in developing a corporate brand after merging four banks in their group into one new large one. Models of corporate branding are reviewed and then compared with the actual process undertaken by the banks. Interviews were conducted with key managers within the bank as well as in their advertising agency. The results show that Absa bank followed the processes described in the comprehensive models.

DOI

10.1108/13563280210426142

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