Brand Report Card.

In order to create a Brand Report Card for First Citizens Bank and its competitors we looked at each of the 10 attributes determined by Kevin Lane Keller in his article The Brand Report Card and measure them on a scale of 1 to 10 (1 being extremely poor and ten being extremely good) for each bank. We then generated a Bar Chart in order to easily identify areas where First Citizens Bank has a strong brand performance, areas where it needs improvement and to better determine how the brand is configures. We also compared our results to those of our competition in each area. Below is our results:

Brand Attributes
First Citizens The brand excels at delivering the benefits customers truly desire The brand stays relevant The pricing strategy is based on customers' perception of value The brand is properly positioned The brand is consistent The brand portfolio and hierarchy make sense The brand makes use of and coordinates a full repertoire of marketing activities to build equity The brand's managers understand what the brand means to consumers The brand is given proper support, and that support is sustained over the long run The company monitors sources of brand equity Overall Average of Scores 8 9 8 6 7 8 8 7 8 8 7.7

Scores
RBTT/RBC 8 7 8 8 7 8 9 6 7 6 7.4 Republic Bank 7 8 7 8 8 8 9 6 7 7 7.5 Scotiabank 8 8 7 7 9 8 9 7 9 8 8

According to the analysis, First Citizens does very well at keeping its brand relevant. The brand however is not properly positioned in the minds of the consumer.

Overall, the results suggest the brand is well recognized, however it needs some improvements.