Financial Services Providers - Brand Perceptions - US - April 2008

Table of Contents

• Scope and Themes
• What you need to know
• Scope of this report
• Methodology
• Abbreviations and terms
• Executive Summary
• Who is the financial services consumer?
• Banks
• Credit Unions
• Mutual fund companies and brokerage firms
• Insurance companies
• Mortgage companies
• Perceptions of individual FS companies
• Banks
• Insurance
• Brokerage firms and mutual fund companies
• Mortgage companies
• Customer satisfaction
• Banks
• Insurance
• Mutual fund companies and brokerage firms
• Mortgage companies
• Perception of Competitive Attributes for Types of Financial Service Firms
• Key points
• Brokerage firms
  • Figure 2: Perception of competitive attributes, brokerage firms, by gender and age, January 2008
• Mutual fund companies
  • Figure 3: Perception of competitive attributes, mutual fund companies, by gender and age, January 2008
• Insurance companies
  • Figure 4: Perception of competitive attributes, insurance companies, by gender and age, January 2008
• Banks
  • Figure 5: Perception of competitive attributes, banks, by gender and age, January 2008
• Credit unions
  • Figure 6: Perception of competitive attributes, credit unions, by gender and age, January 2008
• Mortgage companies
  • Figure 7: Perception of competitive attributes, mortgage companies, by gender and age, January 2008
• Perception of Reputation for Types of Financial Services Firms
• Key points
• Brokerage firms
  • Figure 8: Perception of reputation, brokerage firms, by gender and age, January 2008
• Mutual fund companies
  • Figure 9: Perception of reputation, mutual fund company, by gender and age, January 2008
• Insurance companies
  • Figure 10: Perception of reputation, insurance companies, by gender and age, January 2008
• Banks
  • Figure 11: Perception of reputation, banks, by gender and age, January 2008
• Credit unions
  • Figure 12: Perception of reputation, credit unions, by gender and age, January 2008
• Mortgage companies
  • Figure 13: Perception of reputation, mortgage companies, by gender and age, January 2008
• Trust, Responsiveness, and Anticipating Needs By Type of Financial Services Firm
• Key points
• Banks
  • Figure 14: Respondents with bank accounts, other attributes, by gender and age, January 2008
• Credit unions
  • Figure 15: Respondents with credit union accounts, other attributes, by gender and age, January 2008
• Insurance companies
  • Figure 16: Respondents with insurance policy, other attributes, by gender and age, January 2008
• Mortgage companies
  • Figure 17: Respondents with mortgage, other attributes, by gender and age, January 2008
• Mutual fund companies
  • Figure 18: Respondents with mutual funds, other attributes, by gender and age, January 2008
• Brokerage firms
  • Figure 19: Respondents with relationship with brokerage firm, other attributes, by gender and age, January 2008
• Brand Perceptions -- Banks
• Bank of America
  • Figure 20: Bank of America -- brand attributes, January 2008
• Bank of America -- TV advertising and brand image
  • Figure 21: Bank of America
  • Figure 22: Bank of America Mobile
• JPMorgan Chase
  • Figure 23: Chase -- brand attributes, January 2008
• JPMorgan Chase -- TV advertising and brand image
  • Figure 24: Chase
  • Figure 25: Chase 2
  • Figure 26: Chase Freedom
• Citibank
  • Figure 27: Citibank -- brand attributes, January 2008
• Citibank -- TV advertising and brand image
  • Figure 28: Citibank citicard
• Wells Fargo
  • Figure 29: Wells Fargo -- brand attributes, January 2008
• Wells Fargo -- TV advertising and brand image
• Wachovia
  • Figure 30: Wachovia -- brand attributes, January 2008
• Wachovia -- TV advertising and brand image
• Washington Mutual
  • Figure 31: Washington Mutual -- brand attributes, January 2008
• Washington Mutual -- TV advertising and brand image
• HSBC
  • Figure 32: HSBC -- brand attributes, January 2008
• HSBC -- TV advertising and brand image
• U.S. Bank
  • Figure 33: U.S. Bank -- brand attributes, January 2008
• U.S. Bank -- TV advertising and brand image
• SunTrust
  • Figure 34: SunTrust -- brand attributes, January 2008
• National City
  • Figure 35: National City Bank -- brand attributes, January 2008
• National City -- TV advertising and brand image
• Brand Perceptions -- Insurance Companies
• State Farm
  • Figure 36: State Farm Insurance -- brand attributes, January 2008
• State Farm -- TV advertising and brand image
  • Figure 37: State Farm
  • Figure 38: State Farm 2
• Allstate
  • Figure 39: Allstate Insurance -- brand attributes, January 2008
• Allstate -- TV advertising and brand image
  • Figure 40: Allstate InsuranceFigure 41: Allstate Motor Insurance
• USAA
  • Figure 42: USAA -- brand attributes, January 2008
• Brand Perceptions -- Brokerage Firms and Mutual Fund Companies
• Merrill Lynch
  • Figure 43: Merrill Lynch -- brand attributes, January 2008
• Merrill Lynch -- TV advertising and brand image
  • Figure 44: Merrill Lynch
• Charles Schwab
  • Figure 45: Charles Schwab -- brand attributes, January 2008
• Charles Schwab -- TV advertising and brand image
  • Figure 46: Charles Schwab Investments
• Fidelity
  • Figure 47: Fidelity -- brand attributes, January 2008
• Fidelity -- TV advertising and brand image
  • Figure 48: Fidelity Investments
• Salomon Smith Barney
  • Figure 49: Salomon Smith Barney -- brand attributes, January 2008
• Vanguard
  • Figure 50: Vanguard -- brand attributes, January 2008
• Brand Perceptions-- Mortgage Companies
  • Figure 51: Countrywide Mortgage -- brand attributes, January 2008
• Customer Satisfaction -- Banks
• Satisfaction among leading banks by service quality
  • Figure 52: Customer satisfaction and brand attributes -- overall, January 2008
• Bank of America
  • Figure 53: Customer satisfaction and brand attributes -- Bank of America, January 2008
• Chase
  • Figure 54: Customer satisfaction and brand attributes -- Chase, January 2008
• Citibank
  • Figure 55: Customer satisfaction and brand attributes -- Citibank, January 2008
• Wells Fargo
  • Figure 56: Customer satisfaction and brand attributes -- Wells Fargo, January 2008
• WaMu
  • Figure 57: Customer satisfaction and brand attributes -- Washington Mutual, January 2008
• HSBC
  • Figure 58: Customer satisfaction and brand attributes -- HSBC, January 2008
• Wachovia
  • Figure 59: Customer satisfaction and brand attributes -- Wachovia, January 2008
• Customer Satisfaction -- Insurance Companies
• State Farm
  • Figure 60: Customer satisfaction and brand attributes -- State Farm Insurance, January 2008
• Allstate
  • Figure 61: Customer satisfaction and brand attributes -- Allstate, January 2008
• Customer Satisfaction -- Mutual Fund Companies and Brokerage Firms
• Fidelity
  • Figure 62: Customer satisfaction and brand attributes -- Fidelity, January 2008
• Merrill Lynch
  • Figure 63: Customer satisfaction and brand attributes -- Merrill Lynch, January 2008
• Vanguard
  • Figure 64: Customer satisfaction and brand attributes -- Vanguard, January 2008
• Customer Satisfaction -- Mortgage Companies
• Countrywide
  • Figure 65: Customer satisfaction and brand attributes -- Countrywide Mortgage, January 2008
• Innovation and Innovators
• Higher-level benefits
• Bank of America
• Outlandish plots
• Geico
• Capital One
• WaMu
• Clarity of advertising and message
• BB&T
• Charles Schwab
• Distinctiveness of brand identity and campaign
• Fifth Third
• Advertising and Promotion
• Customer acquisition tactics
• Media and advertising