Analysis of Management and Customer Perspectives on Various Branding Elements Used in the Indian Retail Banking Industry

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

Earlier companies use to concentrate on making a brand image is to only entice new customers but these days theories have turned around. Maintaining the brand has become one of the prime targets’ for marketing professionals in order to gratify existing customers.

Analyzing customer’s point of view in Bank Pasargad about brand equity and its dimensions and also commitment and loyalty of customers.

They have to look after solutions and new ideas to innovate and keep their growth at least at same level. Here the concept of Corporate Brand has to be established by a combination of brands which have a same reputation in their fields. This is what has been done between Nokia and Microsoft to save their achievements through a long experience journey of producing, serving and marketing. Both brands have a strong renown and have been placed in the consumers' minds. This corporate will help the two firms to create a save path to go through the difficulties of staying strong in today's market. "A corporate brand orientation refers to a category of institution where the corporate brand specifically acts as an entity’s cornerstone. It is a centripetal force that informs and guides the organization. As such, both inherent and espoused corporate brand values/the corporate brand covenant underpins an organization's core philosophy and culture. It is also reflected in an entity’s purposes, activities and ethos (its corporate identity). It may also enlighten corporate strategy and management vision and provide a hub from which corporate brand communications and reputations can be evaluated. Key determinates of a corporate brand include meaningful identification with the corporate brand covenant/promise on the part of organizational members. A corporate brand orientation requires amenability to corporate marketing precepts that focuses on customers and other stakeholders taking an Omni-temporal perspective and is mindful that corporate marketing is underpinned by societal and corporate social responsibility tenets. It is argued that a corporate brand orientation represents a logical development, if not a logical denouement, of the brand orientation notion." (B. John, Journal

The topic is Brand Management. Brand Management is basically related to the brand of a particular company or product. In this report, a brief introduction of brand management is given through which some of the important aspects of brand management will come to light. Brand Management mainly deals with the betterment and keeping a balance between the brand and the company. Brand is one of the most important aspects of a company & that is why it is

According to Rohan Agarwal Brand Management, elements of branding are studied under following four key concepts:

The brand identity is not an element to be overlooked in a marketing strategy because the cultural and aspirational aspect it reveals is becoming increasingly important in the consumer's decision. Brands must know how to create interest and special recognition in his

Everybody is seeking for good jobs. Employment is first concern for the society now a days. Working in a reputed institution has become a status symbol as well. As we are choosing any product by checking their credibility through the brand image they are having, in the same way people are seeking for jobs in the organizations having good brand image in the market. Employer brand is the image which helps the organization in attracting good talent in the market. After liberalization in 1991 and subsequent economic reforms, Indian companies has understand the concept of employer branding and started investing for the same so that they can beat national and international competition and also can grow in world market. Employer brand is something which confirms that the organization is good to work for. The purpose of this paper is to develop a conceptual background, factors of employer branding and also to discuss the policies which makes the organization good to work for. The study can

This paper seeks to provide a detailed discussion of the art of branding from the “Institutional Era” to the current, “Human Era”. Currently, the brand is a cultural icon as well as a social phenomenon (Vassallo, 2008). The paper will account for the upcoming of the “Human Era” from the “Institutional Era” in the strategy of branding. The paper will as well provide a clear and elaborate discussion of the different marketing and operational tactics that organizational managers are using so that they can efficiently shape the future of

When assessing the similarities and differences in branding to consumers as opposed to businesses, it is important firstly, for brands to get to know their buyers. Across the board, business or consumer, the buying process starts

Throughout the years there has been a rise on advertisement from being basic to extremely extravagant. Companies have been trying to keep up their brand reputation up for years. I wanted to find out why so many people worldwide are putting their trust in a product by just hearing the name brand name.

* It should be sustainable and can be delivered constantly across all points of contact with the consumer

According to Aaker (1991), Kapferer (2004) and Keller (2003), “Building strong brands is one of the most important goals of product and brand management. Strong brands result in higher revenue streams, both short term and long term”. “Therefore, the stated goal of strategic brand management is to build brands that last for decades and can be leveraged in different product categories and markets” Aaker (1996). To understand how branding effects the purchasing decision of consumers, many theories emerged in which according to Aaker (1991) has framed a model called Brand equity model and Keller (1993) has identified a model called the customer based brand equity model. Both the frameworks have profoundly focused on how consumers recognize and appraise brands by studying certain information structures (Keller, 1993; Aaker, 1991, 1997).