August 17, 2009
Best And Worst Of Financial Services Brand Building Web Sites, 2009: Credit Card Providers
This is the fifth document in the "Best And Worst Of Financial Services Brand Building Web Sites, 2009" series.
by Ron Rogowski
with Harley Manning, Rachel Zinser
Executive Summary (This is a document excerpt)
How good are the brand experiences offered by major credit card Web sites? To find out, we graded the sites of four top brands — American Express, Capital One, Citigroup, and Discover — on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only one site — Discover — passed both of our brand tests. To improve the brand experience, credit card providers need to use legible fonts, improve card selector tools, and differentiate based on unique brand attributes.
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TABLE OF CONTENTS |
NOTES & RESOURCES |
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recommendations
| This report highlights findings from evaluations conducted using Forrester's Web Site Brand Review methodology. Reviews cited in this document were conducted between May 1, 2009, and June 15, 2009, as part of a larger study that looked at the Web site brand experience of 16 sites across four financial services industries: banks, credit card providers, insurers, and investment firms. Related Research Documents
July 10, 2009
February 27, 2009
February 24, 2009 |
Just One Credit Card Site Passed Both Dimensions Of Our Test 
Only Discover Passed Our Brand Image Tests Find Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents. |
Thursday, December 17, 2009
- Best And Worst Of Financial Services Brand Building Web Sites, 2009
- Best And Worst Of Financial Services Brand Building Web Sites, 2009: Insurers
- Best And Worst Of Financial Services Brand Building Web Sites, 2009: Investment Firms
- Best And Worst Of Financial Services Brand Building Web Sites, 2009: Banks
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Ratings and Comments
Rating:
  out of 10based on 1 ratings across all roles. |
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