Publications
Publications
- November 2001
- HBS Case Collection
Charles Schwab Corp.: Introducing A New Brand
By: Rajiv Lal and David Kiron
Abstract
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.