Technology is changing retail marketing theory and practice. The market for retail financial services has been transformed in the past decade by new distribution and processing technologies and their impact on consumer attitudes to banking and banks. These factors have removed the geographic and cost barriers to the global distribution of retail financial services and have led to a convergence in the key benefits sought by consumers in developed countries. The service brand defines the experience of shopping online for consumers in terms of service attributes, symbolic meanings and functional consequences of the service encounter. In the fulfillment of this role, the service brand acted as relationship lever fulcrum on which trust was built between consumer and service provider.