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Britannia Building Society has launched a collec tion of financial services products in partnership with Manchester United Football Club. Other products have also been launched that are designed ‘exclusively for Manchester City Supporters’. These brand alliances are particularly interesting because both parties have ‘membership clubs’ which reward customers for loyalty. The nature of member association with the respective clubs is different. Britannia Building Society (Britannia) is a mutual building society in the tradition in which investors and borrowers are building society members. Manchester United Football Club (MUFC) is a leading football club and a major consumer brand. The brand straplines on the two Rewards leaflets capture this difference: Britannia: ‘where membership means a great deal’ MUFC: ‘you win, we win’.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.

The harsh market environment has led to fierce levels of competition within the personal financial services sector, where banks, building societies and other providers of financial services have been criticized for offering sophisticated consumers undifferentiated products. With customer retention becoming increasingly significant for institutions within the sector, strategies which provide them with competitive advantage are becoming of paramount importance. Examines how one large building society is responding to the demands of an oversupply of financial services by developing a customer database in an attempt to improve its competitive position.

Index by subjects, compiled by K.G.B. Bakewell covering the following journals: Facilities Volumes 8‐17; Journal of Property Investment & Finance Volumes 8‐17; Property Management Volumes 8‐17; Structural Survey Volumes 8‐17.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐17; Journal of Property Investment & Finance Volumes 8‐17; Property Management Volumes 8‐17; Structural Survey Volumes 8‐17.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐17; Journal of Property Investment & Finance Volumes 8‐17; Property Management Volumes 8‐17; Structural Survey Volumes 8‐17.