Technology as an Enabler of the Global Branding of Retail Financial Services

The market for retail financial services has been transformed in the past decade by new distribution and processing technologies and their impact on consumer attitudes to banking and banks. These factors have removed the geographic and cost barriers to the global distribution of retail financial services and have led to a convergence in the key benefits sought by consumers in developed countries. This increases the need for and the effectiveness of globally consistent brand images.

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