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Copenhagen Business SchoolIMM International Marketing Management
BRAND MANAGEMENT PROCESS
APPENDIXUriel Alvarado CancinoFrederik Güldner KolendaAdvisor: Richard JonesSecondary Advisor: Larry LightNovember 2007
 
 TABLE OF CONTENTS
1. History of the Financial Service Industry
 3 2. Historical Background of Marketing and Brand Management 
 3
................................................................................The Origin of Branding 
3 ..................................................Branding during the Industrial Economy 
5 .................................................................The Origin of Brand Advertising 
6 ...............................................................The Origin of Brand Management 
8 .......................................................The Origin of the Marketing Concept 
10 ..................Marketing Communication, Positioning and Differentiation 
12 ..................................................................The 80s-90s and Brand Equity 
15 
 3. Inte rview List 
 20 4. Case Material 
-
Saxo Bank
 21
...................................................................4.1 Saxo Bank Annual Report 
21.............................................................................4.2 Engagement Survey 
21
 
1. History of the Financial Service Industry 
Banks in general are as such a very old phenomenon, that dates back to the ancient world, wheregold in shape of plates were stored in temples, as these were believed to be the safest place tostore valuable goods at a time around the 18
th
century BC. This was the first known evidence of the activity that is today better known as banking. Further evidence of trading dates back to theancient Greece, where financial transactions like money exchange and even credit were con-ducted. In return for money a moneylender would write a credit note in one port and the clientcould then cash it in another port, saving the client the danger of traveling with coins. The an-cient Rome adopted and improved on this financial system by introducing greater administrationas well as charging interest on loan and paying interest to the moneylenders. Along with the fallof the Roman Empire, collapsed the trading, making bankers less necessary than before. TheChristian church hastened their demise by its hostility towards the charging of interests. Thechurch prohibited this kind of usury as it was seen as immoral. However as the economic activityexpanded, and the Christian Church´s power increased, the papacy were the first to insist thatinterest should be paid on loans related to a risk. Following this shift in the Churchs policy re-garding usury, it became more acceptable to be a financier and the development of the financialsystem took pace
17
.
2. Historical Background of Marketing and Brand Management
The Origin of Branding
Branding started in Sweden in the middle age (476-1492) when the ruling economy was theagrarian and commodities were extracted from the natural world: animal, mineral, vegetables,etc. A brand was the action of burning a symbol into the flesh of a Norse in order to signify own-ership of the animal
1
. Entomology tells us that the word “brand” is a degenerate of the old Norseword “brandr”. The Vikings may have spread the word “brandr” in England, where it was even-
1
Larry Light meeting Connecticut 2006[Origin: bef. 950; ME, OE: burning, a burning piece of wood, torch, sword;c. D brand, G Brand, ON brandr; akin to burn
1
]
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