HCBE Faculty Articles
Title
Corporate Branding in a Banking Environment
Document Type
Article
Publication Date
2002
Publication Title
Corporate Communications: An International Journal
ISSN or ISBN
1356-3289
Volume
7
Issue/Number
2
First Page
87
Last Page
91
Abstract/Excerpt
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
NSUWorks Citation
Daffey, Anne and Abratt, Russell, "Corporate Branding in a Banking Environment" (2002). HCBE Faculty Articles. 945.
https://nsuworks.nova.edu/hcbe_facarticles/945
