Guaranty Trust Bank of Nigeria: Building a Trusted Brand in Financial Services

The case study is about the Guaranty Trust Bank (GTB) of Nigeria and charts the growth of the bank from startup to its current position as the fifthlargest bank in Nigeria. The case describes how the vision of the bank's two cofounders is turned into reality by adopting an ethical brand positioning for the bank in a competitive environment characterized by corruption and lack of trust. Students are invited to participate in a strategic review of the bank's growth prospects. Using a brand model, students are asked to review appropriate brand development strategies. (C) 2005 Wiley Periodicals, Inc.