For Customer Experience Professionals

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	August 7, 2009 Best And Worst Of Financial Services Brand Building Web Sites, 2009: Investment Firms by Ron Rogowski with Harley Manning, Rachel Zinser	Average: 8  (1 rating)

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Executive Summary

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.

TABLE OF CONTENTS

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

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• Investment Sites Need To Get The Basics Right
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This is an excerpt