Building financial brands: the Russian way

Purpose - The purpose of this article is to report on home-grown methods to build financial brands the Russian way. Design/methodology/approach - This is a viewpoint article based on the author's experiences of working with leading Russian banks as the managing director of SCG London, international strategic branding consultancy. Findings - The increasingly competitive - and crowded -Russian retail banking market has led to a growing awareness of the importance of branding in helping domestic banks distinguish themselves. Originality/value - This article is of value to bank marketers wanting a brief overview and introduction to bank marketing and branding in Russia.