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Egg takes first placein online brand poll

Prudential&#39s bank service Egg is the most visible online financial

services brand, according to a survey by marketing researcher BMRB

International.

However, despite being the highest-profile brand, the report found that

only 9 per cent of adults or 18 per centof internet users could rem-ember

recent advertising by the bank.

In second place is First direct.com, the online arm of First Direct, which

polled7 per cent in the brand-recognition stakes.

The other top five com-panies are Co-operative online bank Smile, which

came third, and Barclays in fourth. NatWest&#39s first-e and ft.com tied in

fifth spot.

Respondents were also asked to name the online financial services

providers with which they were most familiar.

The results increased significantly, with 60 per cent of adults and 76 per

cent of web users giving Egg as their answer. Firstdirect.com again came

second with 57 per cent of all adults and 70 per cent of web users.

BMRB International senior associate director Kathar-ine Phillips says: “It

has become very difficult for financial services companies to stand out in

an increasingly cluttered marketplace.”

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