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THE CHALLENGE OF FINANCIAL SERVICES BRANDING MAJORING ON CATEGORY OR BRAND VALUE

It is argued that in the services sector the key to sustainable brand differentiation is a unique set of emotional values This paper examines the nature of financial services brands values and finds that they tend to focus on functional category val

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THE CHALLENGE OF FINANCIAL SERVICES BRANDING MAJORING ON CATEGORY OR BRAND VALUE




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Presentation on theme: "THE CHALLENGE OF FINANCIAL SERVICES BRANDING MAJORING ON CATEGORY OR BRAND VALUE"— Presentation transcript:

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