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ANZ: Embedding the brand through the business

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.

Managing the brand

To create brand awareness a bank has to get noticed whilst ensuring it offers what consumers want.

Aligning the brand with the product

There is no sense having a customer-focussed brand of convenience and simplicity without ensuring you have the products to match.

Taking the brand to the customer

The brand emphasises that ANZ has convenient banking and services to match.

Building the brand into the business

There is little point in listing brand attributes if the business cannot deliver on promises.

A recognisable brand

When organisations set targets, they often list key result areas and key performance indicators.


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.

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