Case Study Pages:
Embedding the brand through the business
This Case Study includes an overview of one of the largest banks in the world and outlines how research and planning have led to effective brand planning and marketing strategies. It investigates how to create and manage a brand; align the brand and the product; take the brand to the customer; build the brand into the business; and develop a recognisable and valued brand.
After reading this Case Study students should be able to:
- Understand the concept of branding and outline the procedures followed to take a product from market research to the consumer
- Illustrate market research methods
- Analyse promotional strategies.
Seem to be always busy and pushed for time? Don't like queues? Many people feel this way and want more convenient banking.
To create brand awareness a bank has to get noticed whilst ensuring it offers what consumers want.
There is no sense having a customer-focussed brand of convenience and simplicity without ensuring you have the products to match.
The brand emphasises that ANZ has convenient banking and services to match.
There is little point in listing brand attributes if the business cannot deliver on promises.
As the financial services market becomes increasingly crowded with international and regional banks taking a national presence, consumers have more options for every product they need.
Managing the brand
Aligning the brand with the product
Taking the brand to the customer
Building the brand into the business
A recognisable brand