YOU’VE CAREFULLY MONITORED THE NATIONAL BANK CONSOLIDATION TREND. You’ve got your eye on another bank that’s a candidate for acquisition
by your bank.
Now it’s time to dig deeper and get a handle on the other
bank’s brand. What’s the bank’s reputation? How do people
feel about the bank’s customer service? What’s the bank doing
to set itself apart from competitors? These are just some of the
questions you should be asking to better understand the bank’s
position and how much (or little) value its brand will bring to
the acquisition deal.
Whether you are planning to buy another bank or put your
own financial institution on the market, the first step is to
evaluate the bank’s brand to determine its value as well as
its potential, from a marketing perspective, for growth.