The objective of the case is to evaluate and develop suitable market research to enhance understanding of customer perception of a firm; construct the brand idea from the market research; evaluate the success of advertising in increasing brand recall, attitude, relationship building and customer acquisition in a retail financial services context; understand that while a brand is built on experience with a service, a communication campaign backed by a promise can accelerate the process of brand building; and examine whether the value of a brand in one market (the wholesale market) can carry over to another market (retail).