Building financial brands: the Russian way

Abstract

Purpose

The purpose of this article is to report on home‐grown methods to build financial brands the Russian way.

Design/methodology/approach

This is a viewpoint article based on the author's experiences of working with leading Russian banks as the managing director of SCG London, international strategic branding consultancy.

Findings

The increasingly competitive – and crowded – Russian retail banking market has led to a growing awareness of the importance of branding in helping domestic banks distinguish themselves.

Originality/value

This article is of value to bank marketers wanting a brief overview and introduction to bank marketing and branding in Russia.

Citation

Woodger, C. (2008), "Building financial brands: the Russian way", International Journal of Bank Marketing, Vol. 26 No. 4, pp. 275-280. https://doi.org/10.1108/02652320810884803