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Journal cover: International Journal of Bank Marketing

International Journal of Bank Marketing

ISSN: 0265-2323

Online from: 1983

Subject Area: Marketing

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Corporate and generic identities: lessons from the Co-operative Bank


Document Information:
Title:Corporate and generic identities: lessons from the Co-operative Bank
Author(s):Adrian Wilkinson, (Lecturer, Manchester School of Management, University of Manchester Institute of Science and Technology, Manchester, UK), John M.T. Balmer, (Lecturer, Department of Marketing, University of Strathclyde Business School, Glasgow, UK)
Citation:Adrian Wilkinson, John M.T. Balmer, (1996) "Corporate and generic identities: lessons from the Co-operative Bank", International Journal of Bank Marketing, Vol. 14 Iss: 4, pp.22 - 35
Keywords:Banking, Co-operative bank, Corporate identity, Generics, UK
Article type:Case study
DOI:10.1108/02652329610119292 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:In recent years corporate identity has become a fashionable and much talked about, if little understood, management process. Provides a brief overview of the literature on corporate identity and discusses the importance of corporate identity in UK banking. Examines the historical evolution of the Co-operative Bank’s identity and its attempts to position itself within the context of two generic identities; that of the Co-operative Movement and the generic identity of the banking industry. Argues that the Co-operative Bank has achieved differentiation by drawing on the philosophy of the Co-operative Movement - a generic identity - in order to position itself within the generic identity of the banking industry. Senior managers having responsibility for an organization’s corporate brand might usefully contemplate on Balmer’s assertion that organizations, in examining their past sometimes find their future.



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