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

Patel, Ritesh; Patel, Rajnikant

Softcover

ISBN 10: 3659273821 ISBN 13: 9783659273827

Publisher: LAP LAMBERT Academic Publishing, 2012

Synopsis

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.

About this title

About the Author

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.

Edition details

• Publisher: LAP LAMBERT Academic Publishing
• Publication date: 2012
• Language: English
• ISBN 10: 3659273821
• ISBN 13: 9783659273827
• Binding: Paperback
• Number of pages: 520