Branding to Avoid Commoditisation

In theory, brands are the opposite of commodities. People positively choose them. You can charge more for them. They create more loyalty. But sometimes it seems different rules apply in financial services. While strong brands clearly provide important credibility and reassurance, consumers find it painfully difficult to see any real differentiation between most big banks, insurers or asset managers. Does brand only work for small or niche players? Our panel of experts will discuss.
Piers Currie of Aberdeen Asset Management shares his presentation slides suggesting how branding can be used to avoid commoditisation.
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