The right consistency (HSBC)

Citation

Brownsell, A. (2009), "The right consistency (HSBC)", Strategic Direction, Vol. 25 No. 8. https://doi.org/10.1108/sd.2009.05625had.001

The right consistency (HSBC)

Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 8

Brownsell A. Marketing (UK), 28 January 2009, Start page: 24, No. of pages: 2

Purpose – To look at the marketing strategy of HSBC, “the world’s local bank”. Design/methodology/approach – Interviews James Boulton, HSBC’s UK marketing director. Findings – So far, HSBC is one of the few banks not to have been rescued by vast sums of taxpayers’ money and the brand has stuck relentlessly to its strategy to present itself as “the world’s local bank”, a haven for ambitious, continent-hopping, cosmopolitan types. Reveals that the HSBC brand has moved upmarket under Boulton’s guidance while its Premier sub-brand was given a makeover, becoming a focal point for communications, and recent marketing efforts have been focused on HSBC’s Plus subscription banking package. Asserts that HSBC occupies the most differentiated position in the banking space. Originality/value – Believes that HSBC has a once-in-a-generation opportunity to trample its beleaguered opposition into the ground – by maintaining a resolutely consistent brand proposition.Article type: Viewpoint ISSN: 0025-3650 Reference: 38AF662

Keywords: Banking, HSBC, Marketing strategy, Product positioning