February 26, 2007 (updated March 7, 2007)

Financial Brand Snapshot: Honest And Helpful

A Look At How Consumers Describe Their Banks And Investment Firms

This is the second document in the "Financial Services Brand Study" series.

by Bruce D. Temkin

with Eric M. Dolan, Peter Hult

Executive Summary (This is a document excerpt)

We examined how often consumers use the words "honest" and "helpful" to describe their primary bank and investment firm. It turns out that Seniors are the group most likely to use these terms across both banks and investment firms. Which institutions are most often described with both of these terms? A.G. Edwards, community banks, credit unions, and Edward Jones.

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