BRANDING STRATEGY IN BANKING SECTOR IN INDIA

A REVISED SYNOPSIS SUBMITTED FOR Ph.D. IN MANAGEMENT
Table of Contents
1. TITLE OF THE THESIS 3
2. INTRODUCTION 3
3. A BRIEF REVIEW OF THE WORK ALREADY DONE IN THE FIELD 4
Branding 4
Branding Strategies 4
Branding strategies in banking sector 5
4. NOTEWORTHY CONTRIBUTIONS IN THE FIELD OF PROPOSED WORK 6
Rationale of the research 6
Objectives of the study 7
5. PROPOSED RESEARCH METHODOLOGY 7
Research Design 7
Sampling Frame 8
Sample size 8
Sampling technique 8
Data collection 8
Data analysis techniques 8
6. EXPECTED OUTCOME 8
7. BIBLIOGRAPHY 9
8. LIST OF PUBLISHED PAPER 10

1. TITLE OF THE THESIS BRANDING STRATEGY IN BANKING SECTOR IN INDIA

2. INTRODUCTION
Brands have been considered as the second most important assets for a firm after customers (Ambler, 2000 Doyle, 2001 Jones, 2005). Due to rapid changes in global banking sector and increased competition experienced between banks, ‘Brand Management’ has become more important. Good brand management brings about clear differentiation between products and services, ensures customer loyalty and preferences and may lead to a grater market share which ultimately increased Brand Equity. Brand Equity is the final desire or value added, which is created by product using brand. Brand equity is like a property for the company, which can enhance cash flow of business (Simon and Sullivan, 1993). It can support cost of resources in order to enhance market share and brand development. Branding in India is a tough job as we have to cater the widest set of customers emerging from the widest set of communities, cultures, life styles and with needs diversified too. Todays, Brand is considered as a strategic requirement for organizations which helps them to create more value for customers and to provide sustainable competitive