So the final is at last here, and with a few surprising wins along the way, we wait with baited breath to see who will come out on top. For the final brand battle we are talking money! But who will claim victory – Santander or Generali?
GOAL: Santander are straight out of the starting blocks and look to be in good shape – according to Forbes Magazine, it was the 6th largest company in the world in 2010.
SHOT ON TARGET: Santander are looking strong as they acquired some new players – in 2004 Abbey National, and in 2008 both Alliance and Leicester and Bradford and Bingley – a growing squad.
GOAL: An impressive goal for Generali, who started the first school dedicated to insurance services, which has since developed into the Generali Innovation academy. A fantastic way to keep ahead of the game and train their employees: http://www.youtube.com/watch?v=UubdLxee_xw
YELLOW CARD: But it’s not all plain sailing for Santander who have stumbled, The British arm of Spanish banking giant Santander suffered a blow as it faced a downgrade by a leading credit-ratings agency.
GOAL: and it’s another goal for Santander, as they produced a rather memorable advert in 2010, featuring LewisHamilton and a bridge made out of red lego with the apt slogan ‘driven to do better’. A great piece of advertising, which they have since carried forward, Jenson Button and Lewis Hamilton appearing all over their website – never underestimate the power of celebrity.
SUBSTITUTION: Generali are substituting, but is it too late? Mario Greco, head of general insurance at Zurich Insurance Group AG, as chief executive officer to replace Giovanni Perissinotto, ousted after shares slumped to a 26-year low.
GOAL: Santander have sealed this with a hat-trick, they have cleverly sponsored the Formula 1 Ferrari team which continues their ‘driving’ theme, strong marketing.
FINAL SCORE: 3 – 1. So Santander has done it! It’s been a gruelling few weeks, but Spain has come out on top, with some great marketing, some impressive acquisitions and a clear brand. But will they also lift the cup? Only time will tell.
This entry was posted on Friday, 29 Jun 2012 at 4:37 pm and is filed under General.
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