Brand Audit South India Bank

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EXECUTIVE SUMMARY

South Indian Bank was established in the year 1929, a bank which is 83 years old is not the biggest private sector bank in India. Why Banks such as ICICI and HDFC banks which are younger than South Indian Bank managed to be the top Banks in terms of revenue and recognition in India. What was the basic reason why South India Bank even after so many years of banking experience still does not manage to be at the top position? Through this study an analysis is made on Branding strategies by South Indian Bank, this refers to the communication that is being sent by South India Bank about its product, services and other such attributes and what is being received by the costumers. Banks are coming up with new strategies to market themselves, gone are the days when Banks were an unattractive lot and one stepped foot in a bank as a last resort for financial assistance. Now new strategies are being used by Banks for retaining their customers as well as acquiring new ones. This is where the importance of Brand Management comes in. Though it may not be clearly visible every impression a customer has about a particular brand is the result of some effort on the part of the company to create such an impression. This report will analyse such strategies adopted by South Indian Bank and to what effect it is received by the stakeholders. Through this study an analysis is made on Branding strategies by South Indian Bank, this refers to the communication that is being sent by South India Bank about its product, services and other such attributes and what is being received by the customers.

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CHAPTER

DESCRIPTION EXECUTIVE SUMMARY LIST OF TABLES

PAGE NO. 1

1

INTRODUCTION 1.1 Introduction to Banking Sector

5 6

1.2 Company Profile 1.2.1 Products & Services 1.3 Need For The Study

8 9 9

1.4 Limitations Of The Study 2 RESEARCH METHODOLOGY 2.1 Research Design 2.1.1 Research Instrument 2.2 Data Collection 2.3 Sampling 2.3.1 Sampling Technique 2.3.2 Sample Size 2.4 Area of the study 2.5 Analysis Technique 3 FINDING AND INTERPRETATION 3.1Marketing strategies by the ad agency

9 10 11 11 11 12 12 12 12 12 13

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3.2 Services capes (External Experience) 3.3 Name 3.3.1 Suggestions 3.3.2 Logo 3.3.3 Evaluation 3.3.4 3.4 Slogan 3.4.1 Suggestion 3.5Analysis of SIB ‘s Brand Ambassadors 3.5.1 Suggestion 3.6 Advertisement 3.6.1 Evaluation of SIB ads 3.6.2 Gold Insurance & Mohali account 3.6.3 NRI account ad starring Mammootty 3.7 Sponsorship Events 3.8 Bill boards 3.9 Social Media events 3.9.1 Suggestions 3.10 Internal Experiences 3.10.1 Customer relation 3.10.2 Staff motivation 3.11 Technology 3.12 Brand Identity Prism 3.13 Brand Identity Prism for SIB 3.14 Web Diagram Conclusion and Suggestion Suggestions Bibliography Annexures

15 15 16 16 17 18 18 19 19 21 22 23 23 26 29 30 31 35 38 33 38 40 43 44 44 46 47 48 49

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CHART NO. 1.1 1.2

TITTLE

PAGE NO. 15

CHART REPRESENTING BANK FOR SIB CHART REPRESENTING LOGO 16 17

1.3

CHART REPRESENTING SLOGAN AWARENESS (CUSTOMERS) 19

1.4

CHART REPRESENTING SLOGAN AWARENESS (EMPLOYEE)

1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 1.14 1.15 1.16 1.17 1.18 1.19 1.20 1.21

BRAND AMBASSADOR (CUSTOMER) BRAND AMBASSDAOR (EMPLOYEE)

20 20

RIGHTLY REFLECTS THE VALUE PORPORTION OF ADVERTISEMENT (CUSTOMER)

21 22

PORPORTION OF ADVERTISEMENT (EMPLOYEE ) SPONSORSHIP EVENTS (CUSTOMER ) SPONSORSHIP EVENTS (EMPLOYEE) BILLBOARDS (CUSTOMER) BILLBOARDS (EMPLOYEE) SOCIAL MEDIA (CUSOMER OPINION) SOCIAL MEDIA (EMPLOYEE OPINION) CUSTOMER YEARS IN BANK NUMBER OF TRANSCATION ONLINE BANKING MOBILE BANKING PERSONAL LOANS WELCOME

22 29 29 30 31 31 32 35 36 36 37 37 38

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1,22 1.23 1.24 1.25 1.26 1.27

VALUE EMPLOYEE SIB FIRST PREFERNCE CELEBRATEES INDIVIDUALS & TEAM SUCCESS ONLINE BANK MOBILE BANKING DATABASE MANAGEMENT

39 39 40 40 41 42

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CHAPTER 1 INTRODUCTION

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1.

INTRODUCTION

Brand: “A Brand is a complex symbol....
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