Barcsley Bank

Analysis:

History

Barclays can be distinctively recognised by its prominent spread eagle emblem, the bank was founded by a quaker goldsmith-banker named John Freame in Lombard Street, London in the 1690's. John Freame then soon made partnership with Thomas Gould another Quaker/Goldsmith where they began business, handing out loans to traders and friends. Quakers were well known to be hard working and honest which in turn made them good bankers. From the beginning the business had concrete ideologies, as Quakers they would never fail to re-pay debts or go into bankruptcy, the bankers were truthful and took little risks. (Ackrill A, Leslie H, 2001).

Ideology

Barclays defines their vision as "Aiming high", a company that sets the benchmarks for all others in its field and aspires to be the most valuable and sought after financial services company in the world. (Barclays). Barclays brand ideology revolve around five key currently stated values that help them achieve their corporate brand promise of ‘helping people achieve their ambitions in the right way' (Barclays strategic review, 12 February 2013). These values consist of: Respect, Integrity, Service, Excellence and Stewardship. Barclays have recently introduced this new corporate band promise in order to patch-up its recently damaged brand reputation after the LIBOR scandal. In July 2012 Barclays' brand was dented after being find by the city watchdog for manipulating the rates