Brand Management In Retail Banking : With Strategic Focus on Corporate Branding of Banks in Indian Context

ISBN-13: 9783659273827 / Angielski / Miękka / 2012 / 520 str.

Ritesh Patel; Rajnikant Patel

Opis

The new edge Indian private banks like ICICI, HDFC, Axis, Kotak Mahindra, Yes Bank, DCB Bank, etc. are growing faster compared to their public sector counterparts like State Bank of India, Bank of Baroda, Punjab National Bank, Bank of India, Canara Bank, Union Bank of India, Dena Bank, etc. There has been a dearth of research studies concerning retail banking in the area of Brand Management in the Indian Banking environment. The present study primarily focuses on the consumer s perception towards brand management strategies carried out by their bank and elements of it are covered by customers preference for particular bank brand, importance of different brand management practices, customers perception towards various brand management strategies, customers expectations from Bank and its branches, customers overall experience and satisfaction from Bank Brand. Seven leading bank brands from public, private, and foreign sectors, have been selected for current research study.

O autorze

The author is MBA in Marketing from North Gujarat University and Ph.D. in Marketing from Sardar Patel University,Anand,India. He has published several research papers and books on marketing and retailing. His current research and consulting areas are branding, services marketing and retailing. He works as academic associate at IIM-A, India.