Case | HBS Case Collection | November 2001

Charles Schwab Corp.: Introducing A New Brand

by Rajiv Lal and David Kiron


As the financial services industry converges, how should Charles Schwab, widely known as a discount brokerage firm, position its brand? This case presents elements of the company's overall brand strategy--including brand assets, choice of target audience, and media message.

Keywords: Growth and Development Strategy; Brands and Branding; Marketing Strategy; Financial Services Industry;


Lal, Rajiv, and David Kiron. "Charles Schwab Corp.: Introducing A New Brand." Harvard Business School Case 502-020, November 2001.