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BRAND STRATEGY

Brand Management for the Financial Services Industry

Suasion Resources' Brand Engineering^® process, designed exclusively for the financial services industry, provides a highly-focused and market driven approach for creating a strong brand identity and managing marketplace perceptions. Branding strategy development consists of the following steps:

Brand Mapping—defining an organization's current brand image—i.e., how it is perceived by its various constituencies and determining how that brand image compares to the organization's internal vision and goals.

Brand Credo^TM—a brand identity statement that articulates what the company wants to 'stand for' in the marketplace—i.e., its strategic intent, the perception(s) it wants to create and maintain over the long-term, and the brand attributes it would like to have associated with the company.

Brand Marketing Plan—to develop a comprehensive branding plan, we: identify and prioritize relevant target market segments and sub-segments; evaluate current and projected marketing resources; analyze and prioritize marketing goals; and identify the most cost-effective ways to achieve our client's most important objectives with respect to each priority market segment.