Card Briefs: Project Will Examine Importance of Brands

Amid growing interest in financial industry brand names and concerns about their ability to survive against new forms of competition, Payment Systems Inc. has launched a syndicated research project called Brand 2000.

Subtitled "The Future of Financial Services Brand Equity," the program will include focus-group interviews to gauge consumer attitudes and perceptions, a broad consumer survey to probe the propensity to recommend or switch brands, and a "profitability segmentation" to project, based on the impact of branding, various consumers' bottom-line contributions.

Payment Systems' credentials in this area include a major study of bank card brands in Europe. In the United States, it is offering to analyze individual financial institution brands. Study participants have the option of having as many as 1,000 of their customers surveyed to make comparisons against the overall market.

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