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chamari molligoda
Student (MBA), Sri Lanka
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CORPORATE Brand Personality Models
Can we apply the same model to measure corporate brand personality (of banks)? Or else, what is best model to measure corporate brand personality.
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Angelina Hanh Le
Student (MBA), Taiwan
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Corporate Brand Personality The following article has a scale for "corporate brand personality", we can apply some HR researches: Employer Branding and its Influence on Managers, Gary Davies. European Journal of Marketing. Bradford: 2008. Vol. 42, iss. 5/6; pg. 667.
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Ben Smith
Manager, United Kingdom
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Personality Change in Bank's Brand Personality Prior to the global financial crisis, banks (in the UK at least) advertised themselves as
- intelligent
- successful,
- upper class (using the words from the article), and
- global.
After the crash they quickly went in the other direction and re-marketed themselves as:
- local
- down-to-earth, and
- wholesome.
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