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Chase Impression scores in the black

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Wed, 29/05/2013 - 14:39
Ted Marzilli

Maybe it was coincidence that Chase launched a new consumer ad campaign at the same time its chairman and CEO, Jamie Dimon, came under shareholder fire in early May. Either way, it ended up as good news for both the JP Morgan and Chase brands: both experienced a distinct uptick in consumer perception, beginning May 9th, that is still going.

Launched May 6th, Chase debuted its “So you can” campaign across television and online, showing the ease of both its QuickPay app and Ink business credit card. At the same time, activists were rallying for a vote to force Dimon to give up his chairman title, generating considerable financial press coverage which climaxed when shareholders gave him a landslide win on Tuesday, May 21st.

The few days following the shareholder vote, both Chase and JP Morgan reached their highest consumer impression levels since mid-January after ramping up since the beginning of May. For Chase, its numbers put it comfortably ahead of the average of the consumer banking sector. On the other hand, for the JP Morgan brand, its boost still didn’t take it out of the negative impression scale, and it still remains significantly behind the average of investment adviser institutions.

Chase, JP Morgan, the consumer bank sector and the investment adviser institution sector were measured with YouGov BrandIndex’s Impression score, which asks respondents: "Do you have a general positive feeling about the brand?" Results were screened for adults 18+.

Impression: Chase, JPMorgan, Consumer Banks Sector, Investment Advice Sector
Impression: Chase, JPMorgan, Consumer Banks Sector, Investment Advice Sector
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