Abstract
PurposeThe purpose of this article is to report on home‐grown methods to build financial brands the Russian way.Design/methodology/approachThis is a viewpoint article based on the author's experiences of working with leading Russian banks as the managing director of SCG London, international strategic branding consultancy.FindingsThe increasingly competitive – and crowded – Russian retail banking market has led to a growing awareness of the importance of branding in helping domestic banks distinguish themselves.Originality/valueThis article is of value to bank marketers wanting a brief overview and introduction to bank marketing and branding in Russia.
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