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BRAND & BRANDING

Brand is any component of a product that


induces
a
person
to
prefer
that
product/service/organization over another.

Branding is the sum total of all the


marketing activities taken by a firm to
capture customers share of mind, share of
heart and share of pocket

IS BRANDING NECESSARY FOR


ABBL?
Factors

2012

Deposit

14002,59,538 11615,18,641 120.55

Loans

2011

Growth

91
40
%
& 10606,57,589 9463,82,1836 112.08

Advances 23

Earnings 3.25

3.00

108.33

Per
Share

WHY BRAND MANAGEMENT IS


NECESSARY FOR ABBL?

Cut throat competition


Savvy customers
Little room for differentiation
Preparation for anticipated future
economic changes

PROPOSED MODEL OF BRAND


MANAGEMENT FOR ABBL

Brand
Positioning

Brand
Marketing
Stretegy

Brand
Performance
Measurement

Desired Brand Associations


Mental Map
Competitve Frame of Reference
PoD
Brand Moral

Product Strategy
Pricing Strategy
Distribution Strategy
Integrated Marketing Communication
3p Strategy

Brand Value Chain


Brand Tracking

Desired Brand Association


Superior service provider with lowest cost
Safe and secure
Safe keeper of valuable information
Customer Friendly
Innovative
Cool and funny
Affordable
Available
Easily accessible

Mental Map of ABBL


Colored
Lucrativ
e
Interior

Expensiv
e

Friendline
ss

Smart
ATM
Card

ABBL

Complex
ATM
Operatio
n

Cool
Logo

Prompt
Service

COMPETITORS OF
ABBL
1. Prime bank
2. Dhaka bank
3. Bank Asia
4. Eastern Bank
5. Dutch-Bangla Bank
6. South-East Bank

Competitive Analysis of ABBL


Variables
Paid-Up Capital
Loan
Deposit
Minimum NPL
Operating Income
Number of Branch
Foreign Bank
Affiliation
Reserve Fund
Foreign Trade
Exposure
Average Deposit
Expense

1st

2nd

3rd

4th

5th

6th

7th

Point of Difference
Rank order Factors
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Trustworthiness
Good Service
Less Costly
Mobile
Banking
Service
Reputation
Convenient
Branch Availability
Number of ATM
Service Variety
Psychological Factor

BRAND MORAL

Passion Descripti Functi


on
on
First
Fast
Bankin
g

Brand Marketing Strategies


Product Design Strategy- Products of
ABBL shall have an empathetic look and implication.
Products should focus on customers concurrent
situations and customers evolving need pattern.

Pricing strategy- Associative Pricing Strategy


Distribution
Strategy- emphasis on
alternative delivery channel like mobile banking

Integrated Marketing

Communication Strategy shall focus on


emotion and rational appeal

Brand Performance Measurement

Every penny spent on the marketing of


services/products must be effectively
and efficiently justified in terms of
ROMI
(Return
on
Marketing
Investment). Measurement of brand
performance is necessary for qualifying
a brand as a financial asset.

Brand Value Chain Model


Marketing Mix
Strategy
Development

Superior marketing
program:
Easily
understandable
Clear Message
Consistent
Relevant

Customers due
Cognizance:
Awareness
Attitude
Emotional
Attachment
Performance

Stake Holders Value


Increased Share
Price
Increased
Satisfaction

Brand Performance:
Increased market
share
Increased profit
Market Expansion
Reduced Service
Delivery Cost

Competition:
Competitive
Response
Communication
Channel
Customer Base

Recommendations

Brand Management Department


Development of new product, service
and idea
Developing Service standards