Customer based brand equity in banking sector - A study

A strong brand can create significant opportunities for a company in a competitive market place. Established brand image can be leveraged to build value to the stakeholders. In order to do so, a company must begin with customers and work backwards in shaping its brands. Brand management has emerged as a discipline to cater to crucial branding related activities. Among various models available, Customer Based Brand Equity (CBBE) model developed by Kevin Lane Keller addresses brand management issues in a holistic manner. The current study aims at understanding the Keller's CBBE model from the point of view of banking services. The authors have attempted to find out various components in the CBBE model through a primary research with reference to Public Sector banks. For this purpose, a sample of 150 respondents was taken from select Public Sector banks in Hyderabad. It is found that Public Sector banks stand high on overall dimensions of CBBE model.