This case study on Lloyds TSB For the Journey forms part of our new series highlighting best practice in specific areas of financial services.
Scope
- This case study analyses the key successful elements in Lloyds TSBs marketing and communication strategy
- The case study examines how the brand has developed to its current status and why it appeals to consumers so strongly
- The Financial Services Megatrend Framework is used to analyse the effectiveness of customer targeting strategies
Highlights of this title
In 2008, Lloyds TSB was hit by the meltdown of the UK banking system. Despite recent issues at a corporate level, Lloyds TSB has retained a strong brand image amongst its customers and was among the first in the UK to use relationship building messages rather than price-based themes to attract business.
Key reasons to purchase this title
- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
