Equitable Life

Jones, Morag Cuddeford
August 2002
Brand Strategy;Aug2002, Issue 162, p8
Trade Publication
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.


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