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Article: Marriages of inconvenience; What is the valueof a brand in a financial services sector driven by simple comparison of rates, asks Mark Bloodworth.
- Article from:
- Brand Strategy
- Article date:
- May 31, 2000
CopyrightCOPYRIGHT 2000 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The financial press is full of speculation over the next big financial services merger. In the past few months, the latest round of corporate marriages has seen already enormous financial operations join forces to become giants - the Royal Bank of Scotland and Natwest, CGU and Norwich Union, plus an aborted liaison by Deutsche and Dresdner banks. The financial world has become a place where size definitely matters; big is beautiful, but globally dominant is even better.
This article looks at some of the key issues in branding financial services companies and then examines the complications that mergers and acquisitions bring to the delivery of a strong brand.
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