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For Customer Experience Professionals

Best And Worst Of Financial Services Brand Building Web Sites, 2009: Investment Firms

August 07, 2009

By Ron Rogowski II with Harley Manning, Rachel Zinser

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Why Read This Report

How good is the brand experience offered by major investment Web sites? To find out, we graded the sites of four top brands — Charles Schwab, Edward Jones, Fidelity Investments, and Vanguard — on how well they communicate their Brand Image and deliver value to consumers (Brand Action). While three sites passed our Brand Action tests and two passed our Brand Image tests, only one site — Vanguard — passed both. To improve the brand experience, investment firms should allow users to resize text and provide better visual consistency with offline channels.
Tags: Best of the Web, Brand & Product Web Sites, Brand Tactics, Branding, Customer Experience Management, Direct Marketing, Financial Services, Interactive Marketing Strategy and Process, Investments, Online Financial Products & Services, Web Design & Usability
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TABLE OF CONTENTS

  • Investment Firm Sites Turn In Solid — Yet Imperfect — Brand Performances

  • RECOMMENDATIONS

    Investment Sites Need To Get The Basics Right
  • Supplemental Material
  • Related Research Documents
 
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