Executive Summary (This is a document excerpt)

The financial services industry features some of the most recognized brand names in the world, like Citi Smith Barney, JP Morgan-Chase, Merrill Lynch, Morgan Stanley, and UBS. But how good is the brand experience offered by major financial services Web sites? To find out, we graded the sites of five top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). No sites passed our Brand Image tests, and only one site — Morgan Stanley — passed our Brand Action tests.

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