Covering all major banking institutions in South Africa, Nigeria, Ghana, Kenya and Tanzania, this research and analysis applies the Interbrand Global ISO Brand Valuation process Brand Strength Scoring to analyse and report on the qualified strength of over 100 bank brands in by segment (retail/consumer, Business/corporate, investment/wealth & influencer).
This year will see the launch of the second installment of this market leading brand performance and expend optimization study contained by identical markets, with the aim of:
- Understanding brand drivers for banks across a variety of industry sectors and influencers such as the press and a range of banking bodies
- Understanding the potential of optimizing marketing budgets and splurge in diverse territories and market sectors
- Measuring the achievement of brand expend and positioning optimization on a yearly basis
- Identifying opportunities for banks to acquire improvement of market gaps in a variety of geographic and client segments
- Ensuring that banks are presenting and managing brands in the most valuable and lucrative manner during the recession
The Banks and Brands Strength Report 2010/2011 was a revolutionary study of the power of bank brands in Africa and is currently being used by most of the continents leading banks to measure real brand performance beyond awareness.
The key conclusion of the broad market overview was a viable ranking of the performance of banks in each market on each of the 10 brand strength components, as well as the performance of banks on each decisive factor that make up the brand strength components. Considered insights and recommendations were obtainable on how to take each brand strength element from excellent to eminent. Part of the ongoing annual performance analysis, the 2010/2011 study was extremely successful and has become the largest and leading global project taken on by many well-known banks throughout the continent. The research provided a platform for banks to measure the success of their brands as well as benchmark their performance aligned with worldwide standards.
Applications for participants close on 15 October 2011 and field research commences directly thereafter. Report delivery will include a full presentation of findings to the client member's team.
Interbrand Sampson encourages banks throughout Africa to partake in this extremely cost-effective and in-depth study in order to bring together all aspects of their brand - its people, products, positioning and partners, to create a holistic and accurate way of understanding and evaluating brands.