This paper aims to evaluate the applicability of the existing brand equity pyramid models in the context of independent financial advisers (IFAs) in the UK financial services sector. Nine in-depth interviews with IFAs and nine in-depth corroboration interviews with senior marketing managers and employees in one of the UK’s largest financial services providers were undertaken for the purpose of the study. The findings indicate that when applied in the context of IFAs, the existing brand equity pyramid models require modification. These findings lead to the development of an IFA-based brand equity pyramid. The new model can provide insight for financial services marketing academics and practitioners on how IFAs perceive and evaluate financial services brands to be recommended to their customers. Our findings will help financial services providers to develop strong brands in the mind of IFAs.

本文旨在评估在英国金融服务行业中独立财务顾问（IFA）的背景下现有品牌资产金字塔模型的适用性。此项研究目的是对英国最大的金融服务提供商之一的IFA进行9次深度访谈，对高级市场经理和员工进行9次深度佐证访谈。研究结果表明，在IFA中应用现有品牌资产金字塔模型时，需要进行修改。这些发现导致了基于IFA的品牌资产金字塔的发展。新模型可以为金融服务营销学者和从业人员提供有关IFA如何感知和评估要推荐给其客户的金融服务品牌的见解。