Brand equity

With a wave of mergers and acquisitions sweeping the financial world, and foreign companies entering your market, financial institutions are increasingly faced with the need to take branding decisions; to take into account the effect of the brand on the success of their financial products.

Adopt the global brand or retain the national one? Will a brand from one market have the same impact in another market? Can your brand name be extended to other financial categories?

SKIM has years of experience in assessing brand equity and the effect of alternative branding approaches on consumer choice behavior. Using market simulations we can assess the effects of branding scenarios and new entrants on consumer choice behavior, and forecast how they will impact your market and competitive environment.

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