The Morgan mystique: staying the same while Citibank, Chase and everyone else changes

Article Abstract:

Morgan Guaranty Trust Company of New York developed their advertising campaign 16 years ago and still uses the same format. Though there has been little change in their advertisements, the recognition factor is considered important and readership studies indicate that retention levels are good for individual ads. The company tailors ads to specific markets by using local language and emphasizing services with topical interest to local financial communities. While figures were not provided, the advertising budget is said to be conservative and that over half is directed to In 1985, net income of $705.4 million was reported, up 31 percent over 1984.

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Rating American banks in Japan: survey shows importance of image

Article Abstract:

Over the past 20 years, Japanese foreign trade has increased and the number of foreign banks in Japan has grown. Six of the top ten foreign banks conducting business in Japan are American. A survey of 787 Japanese businessmen conducted by Nikkei Research Inc. in 1981 provided a study of the image of foreign banks and attitudes toward them. The study, Image Survey on Foreign Banks in Japan, was undertaken by Nihon Keizai Shimbun, a Japanese financial daily. Results indicate that foreign banks break down into two groups, of five each, with a rapid drop between them in name recognition and a lesser drop in actual usage.

Banking industry, Japan, Surveys, Public opinion, Foreign banks, Nihon Keizai Shimbun (Newspaper), Nikkei Advertising Research Institute, Nikkei Research Inc.

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Desperately seeking differences

Article Abstract:

International banks' advertising campaigns vary significantly among banks, although the services offered are similar. In the advertising, the basic objectives are to create awareness, establish an international presence, and present the bank's credentials. The advertising campaigns of major banks are presented, describing the services emphasized by each.

Citibank N.A. (New York, New York), Bank of America National Trust and Savings Association, Bankers Trust Co. (Des Moines, Iowa)

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