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What is Enhancing Brand Trust in Finance about?

David Aaker, a renowned expert on branding, discusses challenges and opportunities for branding in the financial services sector in an interview. He notes that financial services brands often lack differentiation and personality. To rebuild trust damaged by economic downturns, financial services brands should create "branded trust creators" - programs or symbols that establish they are trustworthy. While spanning different financial products under one umbrella brand can create synergies, each context may re

Author

shahade

Language

EN