TITLE

Equitable Life

AUTHOR(S)
Jones, Morag Cuddeford
PUB. DATE
August 2002
SOURCE
Brand Strategy;Aug2002, Issue 162, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Presents opinions from marketing experts on Equitable Life Finance PLC's options for managing its financial services brand in Great Britain after the company's board was involved in a scandal. Challenges in turning the brand around; Causes of the demise of brands; Nature of the relationship between consumers and financial brands.
ACCESSION #
7271364

 

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