• <h1>Santander Bank</h1><h2>Research and consulting of the brand’s corporate positioning on a global scale</h2>
  • <h1>Santander Bank</h1><h2>Research and consulting of the brand’s corporate positioning on a global scale</h2>
  • <h1>Santander Bank</h1><h2>Research and consulting of the brand’s corporate positioning on a global scale</h2>

Santander Bank

Research and consulting of the brand’s corporate positioning on a global scale

Objectives

  • Evolving Santander’s corporate positioning on a global scale, taking into account the brand’s current situation and the new challenges of the banking industry.

Minerva Marketing Solution

  • Phase 1.1. International study #1: segmentation of the bankarised population based on their deep motivations (values, attitudes, lifestyle)
  • Phase 1.2. Global convergence strategy: recommendation of a reference target audience and relevant emotional communication territories.
  • Phase 2.1. International study #2: gathering and classifying consumer expressions associated spontaneously to Santander Bank, their competition and to key image axis of the banking industry (i.e. trust, ethics, good service, etc.)
  • Phase 2.2. Communication guide per country: recommendation of ideal communication formulas for each market.

Results

  • Support in the design of the Bank’s corporate communication guide.