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

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

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


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 ID: 3988 Download Pdf

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