J.P. Morgan brand strategy / positioning case study

J.P. Morgan Brand Strategy Analysis
J.P. Morgan

Financial services  banks, asset management

Owner of the brand:
JPMorgan Chase & Co.

Key competitors:
BarclaysGoldman Sachs, Morgan StanleyMerrill Lynch, HSBC, CitiSantander

Brand essence

Doing first-class business in a first-class way.

Brand values

Leadership, expertise, heritage, customer focus.

Brand character

Authoritative, premium, traditional, corporate, global, credible. 

Dominating archetype

JPMorgan Chase, next to Wells Fargo, Bank of America, and Citigroup, is one of the so-called “Big Four” US banks. Its predecessors include, among others, J.P. Morgan & Company, The Chase Manhattan Corporation, Bank One and Washington Mutual. JPMorgan Chase in its current form came into existence in 2000, when The Chase Manhattan Corporation acquired J.P. Morgan. The new organization chose a brand architecture, in which the corporate brand (JPMorgan Chase) plays an umbrella role for two business lines (Chase and J.P. Morgan). The name of the entire company is based on the names of these two banks, while they keep their own separate identities. Chase serves the end consumer and comprises mostly retail banking and credit card operations, while J.P. Morgan is a primarily an investment bank. This analysis refers to the latter.



J.P. Morgan is an arm of JPMorgan Chase, which targets the higher end of the market (“J.P. Morgan clients include the world’s most prominent corporations, governments, wealthy individuals and institutional investors”[1]) and positions itself as a “global leader in financial services”[2]. It describes its brand strategy as well as its company culture as “doing first-class business in a first-class way”[3], emphasizing its customer-centricity and prestigious brand character. Initially, J.P. Morgan was a commercial bank focused on lending money to corporations and institutions; later it transitioned to an investment bank raising money for businesses and assisting them with mergers and acquisitions (while continuing to issue loans).[4] J.P. Morgan’s brand strategy is to a large extent consistent with the corporate brand strategy of its parent, JPMorgan Chase, only its messaging is narrower. Conversely, Chase’s brand strategy is different as it targets a more mainstream consumer.


J.P. Morgan’s roots date back to 1871, when John Pierpont Morgan Sr. set up a bank, which later became one of the most important financial institutions in American business history. J.P. Morgan helped form such corporations as General Electric and AT&T and later helped start other financial institutions, most notably Morgan Stanley, which was co-founded by J.P. Morgan’s son. Heritage, to this day, is one of the key pillars of J.P. Morgan’s brand equity, which the brand uses to build trust and credibility as well as reinforce its leadership and expertise credentials.


J.P. Morgan, much like other big banks, suffered substantial damage to its reputation after the 2008 financial crisis. Since then, the company has been attempting to regain people’s trust and rebuild its image as a credible and respected institution with integrity at its core by emphasizing these attributes and by getting involved in numerous CSR activities (e.g., New Skills for Youth, cooperation with Oxfam, Red Cross and Save the Children, New Skills At Work programme supporting Detroit and many others). Additionally, J. P. Morgan started building its expert image in many ways, from publishing market reports and insights (“in-depth, industry-specific expertise and regional market acumen”[5]); to J.P. Morgan specialists appearing as experts in the industry press and at key economic forums and conferences; to promoting its thought leadership activities on Twitter.


J.P. Morgan’s brand and communication strategy is based on the Ruler archetype, as the company highlights its leadership credentials and cultivates an elitist image. The brand also focuses on representing itself as the best and most respected financial services company in the world. However, J.P. Morgan’s increasing efforts to position itself as an expert in the financial services category indicate that the Sage is becoming the brand’s secondary archetype.

Most important campaigns

1. “Head Of Tech Operations Meets Younger Self” (2022)

2. “How J.P. Morgan Is Transforming The Future Of Payments” (2021)

3. “We Are J.P. Morgan” (2017)

4. “Growing Small Business And The Economy In London” (2016)

5. “I work for J.P. Morgan” (1998)


Official brand statement:

J.P. Morgan is a leader in financial services, offering solutions to clients in more than 100 countries with one of the most comprehensive global product platforms available. We have been helping our clients to do business and manage their wealth for more than 200 years. Our business has been built upon our core principle of putting our clients’​ interests first.

J.P. Morgan is part of JPMorgan Chase & Co. (NYSE: JPM), a global financial services firm.[6]


Interesting facts:

J.P. Morgan is the only large financial institution that recorded a profit during the 2008 financial crisis.[7]


1. PYMNTS.com on J.P. Morgan’s digital transformation
“JPMorgan: Tech And Product Investments To Top $2.8B In 2022”, May 2022,

2. The principles of JPMorgan Chase & Co.
“Our Business Principles”, JPMorgan Chase & Co.,

3. JPMorgan Chase former CMO on the importance of purpose-driven brands
“Kristin Lemkau On Purpose-Driven Brands”, JPMorgan Chase, Apr 2015,


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