Strategic Brand Management

Topics: Bank, Brand management, Commercial bank Pages: 34 (6933 words) Published: July 8, 2013
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

- - 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. Milestones (Company transformation from 1979 to date) 1979 –

Founded the bank as fully owned Government Development bank 1993 – Became a public quoted company 1997 – Turned to a fully privatized bank 2001 – Merge with a foreign commercial bank called ABN Amro 2005 – Secured Commercial bank license in Sri Lanka

Figure: 2

Source: Annual report 2011

Strategic Brand Management

MSC_11_04_87

- - 3 - - | Page

No . 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.11.1 1.12 1.13 1.14

TABLE OF CONTENTS Title TASK-1: Brand Audit Brand Audit Brand Manthra Brand Attribute Levels of Products Picture Techniques Sensory Branding Diagram Customer based brand equity p yramid (Brand Resonance Pyramid) Point of Parity Vs. Point of Differences Customer Profiling - Generations Finger print Brand positioning strategies Market segmentation Segment Ranking Perceptual Maps and Gap analysis The Brand code – 4D branding Mental Maps TASK-2: Strategic Brand Plan Terms o f References Procedure Executive Summary Findings Brand Necessity of a brand Brand Manthra Brand Attribute Levels of Products Picture Techniques Sensory branding diagram Customer based brand equity pyramid Point of Parity and Point of Differences Customer profiling - Generations Finger print Brand positioning strategy Market Segmentation Perceptual Maps and Gap analysis The Brand code – 4D branding Mental Maps Conclution Recommondations Resources required Marketing communication plan Overall Budget Implementation time plan Appendix - 1 (Company Background) References

Page 05 06 06 06 07 07 08 08 09 09 09 10 10 11 11 13 13 14 16 17 18 19 19 19 19 20 20 21 21 22 23 24 24 25 25 26 26 26 27 27 28 28 29 30 31 32

2.1 2.2 2.3 2.4 2.4.1 2.4.2 2.4.3 2.4.4 2.4.5 2.4.6 2.4.7 2.4.8 2.4.9 2.4.10 2.4.11 2.4.12 2.4.13 2.4.14 2.4.15 2.4.16 2.5 2.6 2.6.1 2.6.2 2.6.3 2.6.4

Strategic Brand Management

MSC_11_04_87

- - 4 - - | Page

TASK – 1 BRAND AUDIT

Strategic Brand Management

MSC_11_04_87

- - 5 - -...


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
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Brand Positioning Essay
  • brand management Essay
  • Global Household Brands Case Essay
  • Strategic Choices Essay
  • Livoria Strategic opportunity Analysis Essay
  • Strategic Financial Planning Essay
  • Strategic Management Essay
  • The Goldman Sachs Group, Inc. (GS)

Become a StudyMode Member

Sign Up - It's Free