Brand Perceptions of Canadian Financial Service Institutions - Canada - May 2015
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“Although there is a common perception that all banks are the same, a more in-depth look beneath the surface reveals distinct brand characteristics with some major players succeeding in projecting a more innovative and friendly brand image.”
– Sanjay Sharma, Senior Financial Services Analyst
This report discusses the following key topics:
There is a perception among some Canadians that there is little difference between the major financial institutions in Canada. But going beneath the surface, there are clear differences in consumer brand perceptions even where larger institutions are concerned. Given the importance of brand reputation as a factor that influences consumer choice of bank, it is important to explore in detail both the subtle and the more clear-cut distinctions in brand imagery and perceptions.
The major financial institutions have aimed to carve out a clear niche for themselves in the minds of consumers by using distinct brand characteristics. While most Canadians are familiar with the ‘big five’ banks, the main insurance companies are relatively less well-known. There are also differences in brand perception among different segments of the Canadian population.
This report covers consumer awareness, attitudes and perceptions regarding the major financial institutions in Canada. It also examines any differences in perceptions between users and non-users of the brand. It explores themes of brand usage and awareness, brand rating factors, choice influencers, brand personality and attitudes towards the major financial brands.
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.