Fehler in der Vorlage:Das Attribut `categories` im Tag <we:ifCat> darf nicht fehlen oder leer sein!
Vorlage:

Insights

Articles Studies Books All items

Telefon E-Mail Social Media
X
Telefon
Nuremberg:
Tel. +49 911 933 57 80

Vienna:
Tel. +43 1 890 2018
Social Media
Follow us:
YouTube Twitter Facebook
Instagram Xing LinkedIn

What banking brands will prevail in the future?

The study “Marken von morgen” (Brands of tomorrow) provides answers regarding the sustainability of banking brands in Germany. It offers impulses for different banking types and shows what brand strategies make a banking brand into a long-term winner.

For this study, we compared the banking brands immediately before the world economic crisis (August 2008) and a year later (August 2009). The comparison shows that these turbulences had lasting impact on the attractiveness of the banks and on the bank customers' willingness to recommend the banking brands, and that there is a definite correlation with profitable growth.

Some examples of study results:

  • Large banks suffer from weak profiles.
  • It takes more than simplicity and favorable products to become a "Star Brand" among banks in Germany.
  • The savings banks and cooperative banks are the winners of the financial market crisis. They benefit from customer uncertainty and their need for closeness and security.
  • Particularly customers of Commerzbank and Dresdner Bank are not willing to recommend their banking institute to others.
  • Deutsche Bank also scored poorly.
  • Citibank Germany is one of the great losers of the study. It came in last of all the banks we analyzed.

Study design: The market researcher GfK Marktforschung conducted a survey of more than 1,000 participants. The survey placed the attractiveness and awareness level of the banks in relation to one another and thereby determined the customers' willingness to recommend the banks.

You would like to find out more? Your contact:

Achim Feige
Partner
achim.feige@brand-trust.de

More articles about this topic

Article

Sarah Böhmer

15. Juli 2020, Sustainability from a new perspective

Impact Brand Study

More details

Article

Kees Elands

27. April 2020, TrendsActive

TRENDREPORT 2020: The search for meaning

More details

Popular Articles

Article

Dr. Judith Meyer

11 May 2020, Brand management

Building brand trust – How it’s done

More details

Article

Sarah Böhmer

29 April 2019, Brand and responsibility

Impact Brands: Will socio-ecological activity become more important than profit (Part 2)

More details

Ausschließlich der besseren Lesbarkeit wegen nutzen wir das generische Maskulinum. Frauen und jegliche anderen Geschlechteridentitäten mögen sich bitte explizit gleichwertig angesprochen fühlen.