Abstract
Finaccord' s updated report titled Brand Metrics: Consumer Awareness of and
Attitudes Towards Brands in UK Financial Services is a research publication
that offers unique insight into the way in which financial services brands are
perceived by consumers in the UK.
For each of 90 financial brands that are used to promote banking or insurance
products, Brand Metrics analyses their performance in terms of consumer
perception according to nine key criteria: overall consumer awareness levels;
strength; accessibility; modernity; ability to excite; trustworthiness;
ability to offer value for money; commitment to ethical or socially
responsible values; and likeability.
The study includes a series of tables that rank the brands in question from
first to 90th position for each factor as well as providing further rankings
both in terms of implied (theoretical) and actual reported brand effectiveness.
Moreover, a new feature of this updated publication relative to the previous
edition of Brand Metrics issued in 2006 is the inclusion of scores and
rankings for all 90 brands for both overall consumer awareness and reported
brand effectiveness broken down by gender, age group and annual household
income of respondents.
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