For Customer Experience Professionals

Primary Analyst Photo	Document Information	Rate this Document
	August 14, 2009 Best And Worst Of Financial Services Brand Building Web Sites, 2009: Banks by Ron Rogowski with Harley Manning, Richard Gans, Rachel Zinser

This is an excerpt

Executive Summary

The banking industry features some of the most recognizable brand names in the US, like Bank of America, SunTrust Bank, U.S. Bank, and Wells Fargo. But how good are the brand experiences offered by major banks' Web sites? To find out, we graded the sites of four top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only one site — Wells Fargo — passed both of our brand tests. To improve the brand experience, banks need to use clear, unambiguous category names, legible fonts, and consistent elements of visual design.

TABLE OF CONTENTS

• Bank Sites Offer Uneven Brand Experiences

RECOMMENDATIONS

• Banks Need To Improve Both Brand Aspects
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.