The landscape for financial services providers has changed radically in the last few years. Although “big bank” conglomerates are still the dominant channels that the majority of consumers turn to for financial products and services, consumers are increasingly interested in purchasing financial products and services from institutions that they consider to be fair and trustworthy.
In order to gauge how consumers perceive leading brands within the financial services industry, Mintel commissioned Greenfield Online to survey a nationally representative sample of 2,000 consumers about their attitudes toward and perceptions of financial services brands.
This research provides brand planners with actionable consumer insights and competitive benchmarks to use in monitoring their own brand performance. Additionally, the report provides actual examples of advertising strategies that are being used effectively to reach their audience. This report builds on the analysis presented in Mintel's report Brand Perceptions of Financial Services Providers – April 2008 and address questions such as:
- Who are the top-rated banks, investment and insurance companies in terms of customer satisfaction and brand image? - What factors are driving consumer attitudes and perceptions relative to the leading brands? - What benefits are driving consumer preferences and loyalty? - How do perceptions of the differing brand categories vary by demographic sector? - What are some of the branding strategies of key financial services firms?
