Industry in transition: corporate identity on hold?

Banking has not been caught off guard by the speed of change within the industry brought about by Internet banking. In fact, the combination of the speed and direction of change has acted as a catalyst for a new era in financial services. This paper considers what impact this has for the corporate identities of the companies concerned, whether existing banks can leverage their corporate identity to obtain sustainable competitive advantage and whether new entrants in the financial market will be able to woo new customers.