Trends Report

Bank Brand Differentiation Matters And Drives Better Business Outcomes — But Only Under Certain Conditions

March 26th, 2020

Summary

Forrester has identified four scenarios in which bank brand differentiation has an impact: deepening relationships with existing customers; charging premium pricing; sustaining growth without fighting a race to the bottom on rates; and acquiring new customers organically without splashing out enormous sums on advertising. Chase can price its Sapphire Reserve card at a premium because its cult-like fans — a majority of whom are Millennials — view it as a luxury brand.

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