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