Banking, finance and insurance

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Image and positioning of the bank in the UK and Spain

INITIAL SITUATION

Given the changes that have occurred in the banking system and the new trends in the sector, our client needed to conduct a study so that it could know its position within its competitive environment and seek a positioning that would bring it closer to its customer, creating value and long-term ties.

METHODOLOGY

Quantitative research using positioning engineering methodologies to analyse which positions were most credible in the market.

OBJECTIVES AND RESULTS

Identified the attributes associated with each of the banks analysed, defining the positioning of each of them and the distance of our client from the market ideal, and defining strategies to simulate possible changes in positioning or repositioning in the market.

Identified the key drivers that set a differential and optimal positioning for our client compared to its competition.