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Essay / Research Paper Abstract
This 4-page paper focuses on Merrill Lynch, Merrill Lynch Direct and comments about emotional branding (as put forward by marketing expert Marc Gobe). The paper discusses whether Merrill's online experiences have been successful, and how Gobe would rank Merrill's emotional branding impact. Bibliography lists 2 sources.
Page Count:
4 pages (~225 words per page)
File: D0_MTbramer.rtf
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Unformatted sample text from the term paper:
legacy of personalized service, and became the first major firm to introduce investing to the mass market. Merrill advocated sound investment strategy
and made it accessible to the American public. As more Americans turned to investing to protect and build their wealth, Merrill Lynch distinguished itself from other brokerages with the financial
security it could provide, the high level of service it offered, the personal contacts it established with its retail offices, and the advanced financial research it performed.
However, the companys association with corporate Wall Street became problematic following the recessions of the late 1980s -- at that time, the company streamlined
operations and opted for a different branding approach. During the mid-to-late 1990s, Merrill Lynch found itself under assault from discount brokers. Merrill
was slow to move online, primarily because its brokers were reluctant to see the company give total control of trading to investors via an online portal, and the company was
concerned about the effect of a proprietary Internet e-commerce site on its heritage as a full-service, customer-focused broker. But because of that, Merrill lost many clients to online brokerage services.
Finally, Merrill launched Merrill Lynch Direct, which, while getting a slow start, finally hit its stride during 2000, during which it was
recognized by Financial NetNews as the best in its category in 2000. The company works by combining the Internet with traditional financial services. 1. What are the service marketing strategy
differences between Merrill Lynch Online, Merrill Lynch Direct and Schwab? There are actually marketing similarities and marketing differences between the three, and
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