Customer Based Brand Equity in the Banking Sector

Gummadi Renuka

Abstract


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 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 were taken from select of Public sector Banks in Hyderabad. It is found that Public sector  Banks stands high on overall dimensions of CBBE model.


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