Purpose – Having a successful brand that is integrated and coherent can provide a sustainable competitive advantage. The aim of this paper is to identify internal factors contributing to financial services brand success and ultimately to facilitate better‐informed branding activities,...

Purpose – To investigate the factors characterising financial services brands in the UK which are succeeding rather than thriving. Design/methodology/approach – From a grounded theory perspective, depth interviews were conducted with 42 respondents within four UK financial services...

Purpose – This paper seeks to consider the interaction between corporate brands and organisational cultures within less successful UK financial services organisations to provide guidance about better managing corporate brands. Design/methodology/approach – A total of 41 in‐depth interviews...