Brand Audit South India Bank
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.
2
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
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.
2
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