Brand-building in the finance industry is essential to ensure survival - Why? The successful entry of powerful non-financial brands into the market, capitalising on their strong brand identities and deep customer relationships, is forcing financial institutions to examine the worth of their own brands and the coherence of their brand strategies. This task is made even more difficult by the rise of the Internet. In this chapter we assess the impact of the Internet on established and new financial services brands and offer suggestions on how Internet branding strategies can be created.
