Strategic Brand Management
ASSIGNMENT COVER SHEET
Name : S. A. K. S. B. Senanayake
Strategy Registration No
:
MSC_11_04_87
Module
:
Strategic Brand Management
Study Center
:
Strategy – Sri Lanka
By submitting this assignment I confirm that I understand and abide by the Strategy’s plagiarism and collusion regulation.
Strategic Brand Management
MSC_11_04_87
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RATIONALE FOR CHOSEN ORGANIZATION
Strategic Brand Management
MSC_11_04_87
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RATIONALE
National Development Bank incorporated in 1979 as a fully owned Government Development Bank to receive and process the funds transferred from various nations which were to be used for the development of the nation. It went through many milestones and today it’s a group that has many financial services under one umbrella. NDB Bank is the retail banking unit of the NDB group and having a vast range of mass market financing and banking products for it’s customers. (Refer Appendix 1 for Company background)
What NDB offers…?
Products & Services
Retail Banking Services Foreign Currency Asst. Leasing Home Loans Personal Loans Rattharan Ithurum
Corporate Services Project Financing Corporate Leasing Trade Services Bancassurance
SME Services Micro Financing
Savings Products
Normal, Fixed, Minor, Rattaran
Privilege Banking Current Accounts Debit & Credit Cards
Working Capital Finance Cash Management Commercial Markets
Figure: 1
NDB currently positioned in private sector commercial banking industry. With the strong history and government back up in early stage of NDB, it has a good reputation and strong financial stability as a financial institute in Sri Lanka. The key issue of NDB is positioning of the bank in the correct position in the minds of the public, where the bank critically required today, since NDB has gone through many milestones in it’s long journey as Development bank, SME focused, Lending bank and finally as a Commercial bank.
Name : S. A. K. S. B. Senanayake
Strategy Registration No
:
MSC_11_04_87
Module
:
Strategic Brand Management
Study Center
:
Strategy – Sri Lanka
By submitting this assignment I confirm that I understand and abide by the Strategy’s plagiarism and collusion regulation.
Strategic Brand Management
MSC_11_04_87
- - 1 - - | Page
RATIONALE FOR CHOSEN ORGANIZATION
Strategic Brand Management
MSC_11_04_87
- - 2 - - | Page
RATIONALE
National Development Bank incorporated in 1979 as a fully owned Government Development Bank to receive and process the funds transferred from various nations which were to be used for the development of the nation. It went through many milestones and today it’s a group that has many financial services under one umbrella. NDB Bank is the retail banking unit of the NDB group and having a vast range of mass market financing and banking products for it’s customers. (Refer Appendix 1 for Company background)
What NDB offers…?
Products & Services
Retail Banking Services Foreign Currency Asst. Leasing Home Loans Personal Loans Rattharan Ithurum
Corporate Services Project Financing Corporate Leasing Trade Services Bancassurance
SME Services Micro Financing
Savings Products
Normal, Fixed, Minor, Rattaran
Privilege Banking Current Accounts Debit & Credit Cards
Working Capital Finance Cash Management Commercial Markets
Figure: 1
NDB currently positioned in private sector commercial banking industry. With the strong history and government back up in early stage of NDB, it has a good reputation and strong financial stability as a financial institute in Sri Lanka. The key issue of NDB is positioning of the bank in the correct position in the minds of the public, where the bank critically required today, since NDB has gone through many milestones in it’s long journey as Development bank, SME focused, Lending bank and finally as a Commercial bank.
References: 1. Books referred • • • • • • • • • Keller, K.L. (2009) Brand Planning, Earticle: Shoulders of Giants Keller, K.L. (2008) Strategic Brand management: 3rd Edition. India, Dorling Kindersley Aaker, A.D. (1991) Managing Brand Equity: Capitalizing on the value of a Brand Name. USA, The Free Press. Randall, G. (2000). Branding: A Practival Guide to your Branding Strategy. UK. Kogan Page. Recommended Text Book: Strategic Brand Management, Strategy College, Sri Lanka. Kapfer. J.N. (1994) Strategic Brand Manageme. USA, The Free Press Kaputa, C. (2010) You are a Brand. Boston-London, Necolas Brealey Ghosal (2007) Tata’s Lanka Venture Eyes Tea Tourism. India Times – The Economic Times. Keller, K. (2008) Strategic Brand Management. 3rd Edition. United States, Prentice Hall. 2. Research Agencies information • • LMRB information NDB bank internal research reports 3. Websites • • • • • • http://www.ndbbank.com/ http://www.strategy.lk/ www.cbsl.gov.lk/ http://lmd.lk/ www.businesstoday.lk All corporate websites of competitor banks 4. Reports • • Annual reports of NDB Bank Annual report of most of the Banks Strategic Brand Management MSC_11_04_87 - - 32 - - | Page