1Bank of Baroda, Pune.
2MBA Dept., Modern College of Engineering, Pune, 005.
A good brand name is gold in the financial services industry. Banks rely heavily on their reputation. After all, banking only works if the consumer is willing to trust the bank with large sums of money. Branding is particularly important to the financial sector in the current economy, since investors and other big spenders are being cautious about making large financial transactions. This paper aims at understanding revitalizing/rebranding exercise of Bank of Baroda (BoB). The earlier BoB brand had no recall value. People had a much cluttered image of the bank in their minds. Now that's a thing of the past The BoB brand now generates a very bright image with a high recall value.
Indian banking industry and financial system, Product, Brand, Branding, Brand equity, Brand life cycle, Re-branding strategies, Repositioning, Logo, Brand ambassador, Celebrity endorsement, Internal and external communication strategy, Competitive strategy
