Best And Worst Of Financial Services Brand Building Web Sites, 2009: Banks
This is the fourth document in the "Best And Worst Of Financial Services Brand Building Web Sites, 2009" series.
by Ron Rogowski
with Harley Manning, Richard Gans, Rachel Zinser
Executive Summary (This is a document excerpt)
The banking industry features some of the most recognizable brand namesin the US, like Bank of America, SunTrust Bank, U.S. Bank, and WellsFargo. But how good are the brand experiences offered by major banks'Web sites? To find out, we graded the sites of four top brands on howwell they communicate their Brand Image and deliver value to consumers(Brand Action). Only one site — Wells Fargo — passed both of our brandtests. To improve the brand experience, banks need to use clear,unambiguous category names, legible fonts, and consistent elements ofvisual design.
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