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Why Banks Need A Slogan

Author

Listed:
  • Urban Bacher

    (Hochschule Pforzheim University, Federal Republic of Germany)

  • Eva Amann

    (Hochschule Pforzheim University, Federal Republic of Germany)

Abstract

Some specific features of banking products (they are abstract, time-related, immaterial, in need of explanation, legally standardized, imitable, and require a minimum of trust) make their marketing quite challenging. Good branding seems to be a solution to this problem. There is a lot of competitive pressure on the banking market. It is very important for a lending institution to be properly positioned in itscompetitive environment. A prerequisite for such positioning and differentiation is an integrated, consistent communication, which reinforces the recognition value of the company. A well thought-out slogan, representing the brand features and speaking to customers’ emotions, is an important component of successful branding and communication strategy of financial institutions.

Suggested Citation

  • Urban Bacher & Eva Amann, 2014. "Why Banks Need A Slogan," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 10, pages 513-520.
    • Handle: RePEc:osi:journl:v:10:y:2014:p:513-520
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    More about this item

    Keywords

    slogan; wear-out effect; banking products; dual code theory;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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