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

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

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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