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

被引：3

作者：

Knox, Simon ^{[1
]}

Maklan, Stan ^{[2
]}

机构：

[1] Cranfield Sch Management, Brand Mkt, Cranfield, Beds, England

[2] Forge, London, England

来源：

THUNDERBIRD INTERNATIONAL BUSINESS REVIEW | 2005年 / 47卷 / 06期

关键词：

D O I：

10.1002/tie.20078

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：737 / 755

页数：19

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