Branding Banking Products and Services

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BBRANDING BANKING PRODUCTS AND SERVICES

Table of Contents
Executive Summary................................................................................................................................. 3 Business Case for Brand .......................................................................................................................... 4 Elements of branding .......................................................................................................................... 4 Importance of branding ...................................................................................................................... 4 Consumer banking .............................................................................................................................. 4 Corporate banking .............................................................................................................................. 5 Brand management checklist ............................................................................................................. 5 Branding in Banking ................................................................................................................................ 5 The main Challenges in Branding ........................................................................................................ 5 Branding of Bank of Baroda .................................................................................................................... 6 The brand index ...................................................................................................................................... 7 Pros and Cons of Bank Branding ............................................................................................................. 7 Branding- From Bank to Products and Services ...................................................................................... 8 Marketing mix ......................................................................................................................................... 8 People ................................................................................................................................................. 9 Process ................................................................................................................................................ 9 Physical appearance............................................................................................................................ 9 Priority Banking Branding Programs of Standard Chartered ................................................................ 10 Advertisement Strategy ........................................................................................................................ 10 Bringing Ads to Home ....................................................................................................................... 10 Conclusion ............................................................................................................................................. 11 Appendix ............................................................................................................................................... 13

Executive Summary
Branding of banking products and services has become essential in an unregulated world with customers being very discerning before opting for any particular product or service. Through the course of this report, we look at the importance of branding for any organisation and extend that to the banking sector. We trace the evolution of branding of banks in India and look at certain branding stories. We also look at the fundamental differences that exist between the branding of banking products and services in more mature markets and India and look at Standard Chartered and HSBC. The appendix to this report contains the transcript of an interview with Mr. Dheeraj Ahluwalia, Head,...
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