The study on
“Importance and scope of branding in priority banking program run byIndian and foreign banks, taking into perspective the customer and the key features heassociates with a strong banking brand”
has been undertaken by us to get insights intomarketing and particularly into branding process.The methodology that was used for the analysis is as follows- Primary data was collectedthrough questionnaire, by taking information from prospective premium customers of HDFCBANK. Discriminant Analysis was then done on it to determine the attributes that affect the brand equity to a large extent. From the analysis it was found that dedicated relationshipmanagers, provision of various facilities, High point of sales and Non-banking services likemanaging tours play an important role in determining the brand equity of the banks.We studied the Concept of branding and various strategies followed by different banks. Then welooked at the significance as how branding could help in differentiation. The similarity of product offerings makes differentiation more difficult in banks. We found that re- brandingstrategies affect the customer’s base and market share. We studied the significance of brandscorecard in analyzing the performance of banks.Finally we looked at HDFC’S branding strategy from the perspective of introduction of different products or customized services for different consumers, where we justify the tagline of
“Weunderstand your World”
with the help of internal attributes and external differentiations. Wefound that Brand is one of the key resources from the perspective of customer value propositionfor every organization both, at the domestic and at the global levels.