Brand Management Strategy of ICICI Bank - A Study in Hyderabad City

Abstract

A marketer believes that a strong brand can create significant opportunities for a company in a competitive marketplace. Strong brands 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. The process of molding a brand requires carefully sequenced brand-building efforts and an understanding of why a customer prefers one brand over another. Brand management has emerged as a discipline to cater to such crucial branding related activities. Among various models, Customer Based Brand Equity (CBBE) model developed by Kevin Lane Keller it addresses brand management issues in a holistic manner. The current study aims at understanding the Kellers 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 ICICI Bank Ltd. For this purpose, a sample of 150 respondents of various branches of ICICI Bank in Hyderabad is surveyed. It is found that ICICI Bank stands high on overall dimensions of CBBE model.

Keywords: Brand Equity, Brand Management, Marketing Strategy

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