Abstracts » Business, general

Can which bank make it happen?

Article Abstract:

Australia's Commonwealth Bank is redefining its marketing focus with a new brand-positioning statement and a network television campaign beginning July 4, 1999. The new new slogan "Make it Happen" will be featured in a 90-second television commercial. Following the July 4 airing, a series of commercials will show how customers have achieved their financial goals through Commonwealth Bank. All 29,000 Commonwealth staff members have been part of the cultural branding change.

Commercial Banking, Radio, TV, publisher representatives, Media Representatives, TV Advertising, Network, Commercial banks, Management, Brand choice, Commonwealth Bank (Williamsport, Pennsylvania), Network television advertising

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One-track mind

Article Abstract:

The significance of promoting a corporate brand for a customer is examined. The approach to be followed to know the brand value is presented. The branding strategies followed by global management consultancy TMI International, the Westpac Banking Corporation and Suncorp are presented.

Marketing procedures, Company marketing practices, Westpac Banking Corp., Brand image

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Bank's radical $40m ploy moves the ad industry

Article Abstract:

Graham Ford, general manager of brand marketing of the Commonwealth Bank of Australia, has made two surprise moves recently, replacing the bank's media buying agency in 1999 and the bank's advertising agency in 2000.

Finance, Advertising agencies, Commonwealth Bank of Australia

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