Higher Education and the Middle East - Middle East Institute
Banking in the Middle East
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Transcript of Banking in the Middle East
![Page 1: Banking in the Middle East](https://reader031.fdocuments.us/reader031/viewer/2022020217/547982b45806b576048b4703/html5/thumbnails/1.jpg)
Beyond utility
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In the age of the App
utility is key
![Page 3: Banking in the Middle East](https://reader031.fdocuments.us/reader031/viewer/2022020217/547982b45806b576048b4703/html5/thumbnails/3.jpg)
People love Apps
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Mortgage
Savings
Credit Card Loan
Investments
Insurance
Cash
Accounts
PensionMy Bank
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Without customer relationships,Customer Relationships
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Defenceless
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Our
Lowest
Rate
Ever!
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USP to ESPUnique Selling
PropositionEmotional Selling
Proposition
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Feeling
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Individuality
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Community
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For brands to succeed in the age of the App we must go beyond utility.
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Features
Segmentation
Corporate
Economics
Motivations
Communities
Human
Psychology
Branding yesterday
Branding tomorrow
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Utility Affinity
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Industry’s own bank brand
tracking research is consistent in showing this…
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An ideal bank
Solves problems effectively and quickly
Easy and quick to make transactions
Charges that are fair and predictable
Great online experience
24 hour a day service,accessible from around the world
The bank shares my values
It is a trusted company
Utility Affinity
Source: Industry Benchmark Study, Bank Brands, September 2013
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Three drivers of brand advantage for banks
How would you rate the attitude of this brand towards
customers?
1Brand
longevity
3Brand
attitude
2 Brand trust
Will this brand be here in 10 years?
How much do I trust this brand?
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Jeremy Davies, Chief Marketing Officer,
Commerical Bank of Qatar
Dr Fraz Chishti, Chief Innovation Officer,
Noor Bank
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