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A Global Brand for a Swiss Bank
Author(s) -
Boylan Brian
Publication year - 1998
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1998.tb00189.x
Subject(s) - schedule , business , complement (music) , plan (archaeology) , finance , brand management , marketing , financial services , management , economics , history , complementation , gene , phenotype , biochemistry , chemistry , archaeology
CREDIT SUISSE GROUP HAS led the way among European financial services companies to become one of a few truly global financial institutions. To complement this business plan, the organization also needed a strategy for international recognition and brand communication. Brian Boylan tells the story of how, within the constraints of a tight schedule, Credit Suisse Group partnered with his British consulting firm to create a powerful global brand mark.