Identity and Image
Table of content
1. Introduction…………………………………………………………………………………………...…3
2. Behavior and positioning of ING…………………………………………………………………3
2.1 ING as a global brand…………………………………………………………………3
2.2 The ING identity………………………………………………………………………..6
2.3 Conclusions on the positioning…………………………………………………..6
3. Competitor Analysis…………………………………………………………………………………..7
3.1 Competition Landscape…………………………………………………………..…7
3.2 Analysis of ABN AMRO………………………………………………………………7
3.3 Conclusion on competitor analysis…………………………………………...10
4. Research design…………………………………………………………………………….………...11
5. Customer based brand equity…………………………………………………………………..12
6. Conclusions and recommendations………………………………………………………….14
7. References………………………………………………………………………………………………15
1. Introduction
ING was founded in 1991 by a merger between Nationale-Nederlanden and NMB Postbank Group. During the past 17 years ING has become a multinational with very diverse international activities. In the end it is a large financial group that relies on heritage and high quality services. Even though ING is today considered a large international brand it may have flaws and downfalls. Our intent is to study the brand that ING currently is and try to study if the general public shares these values. This is done primarily by first studying the elements that make up the brand equity of ING and then later comparing that to the results of our research study.