Preview

Strategic Brand Management

Powerful Essays
Open Document
Open Document
6933 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Strategic Brand Management
ASSIGNMENT COVER SHEET
Name : S. A. K. S. B. Senanayake

Strategy Registration No

:

MSC_11_04_87

Module

:

Strategic Brand Management

Study Center

:

Strategy – Sri Lanka

By submitting this assignment I confirm that I understand and abide by the Strategy’s plagiarism and collusion regulation.

Strategic Brand Management

MSC_11_04_87

- - 1 - - | Page

RATIONALE FOR CHOSEN ORGANIZATION

Strategic Brand Management

MSC_11_04_87

- - 2 - - | Page

RATIONALE
National Development Bank incorporated in 1979 as a fully owned Government Development Bank to receive and process the funds transferred from various nations which were to be used for the development of the nation. It went through many milestones and today it’s a group that has many financial services under one umbrella. NDB Bank is the retail banking unit of the NDB group and having a vast range of mass market financing and banking products for it’s customers. (Refer Appendix 1 for Company background)

What NDB offers…?

Products & Services

Retail Banking Services Foreign Currency Asst. Leasing Home Loans Personal Loans Rattharan Ithurum

Corporate Services Project Financing Corporate Leasing Trade Services Bancassurance

SME Services Micro Financing

Savings Products
Normal, Fixed, Minor, Rattaran

Privilege Banking Current Accounts Debit & Credit Cards

Working Capital Finance Cash Management Commercial Markets

Figure: 1

NDB currently positioned in private sector commercial banking industry. With the strong history and government back up in early stage of NDB, it has a good reputation and strong financial stability as a financial institute in Sri Lanka. The key issue of NDB is positioning of the bank in the correct position in the minds of the public, where the bank critically required today, since NDB has gone through many milestones in it’s long journey as Development bank, SME focused, Lending bank and finally as a Commercial bank.


References: 1. Books referred • • • • • • • • • Keller, K.L. (2009) Brand Planning, Earticle: Shoulders of Giants Keller, K.L. (2008) Strategic Brand management: 3rd Edition. India, Dorling Kindersley Aaker, A.D. (1991) Managing Brand Equity: Capitalizing on the value of a Brand Name. USA, The Free Press. Randall, G. (2000). Branding: A Practival Guide to your Branding Strategy. UK. Kogan Page. Recommended Text Book: Strategic Brand Management, Strategy College, Sri Lanka. Kapfer. J.N. (1994) Strategic Brand Manageme. USA, The Free Press Kaputa, C. (2010) You are a Brand. Boston-London, Necolas Brealey Ghosal (2007) Tata’s Lanka Venture Eyes Tea Tourism. India Times – The Economic Times. Keller, K. (2008) Strategic Brand Management. 3rd Edition. United States, Prentice Hall. 2. Research Agencies information • • LMRB information NDB bank internal research reports 3. Websites • • • • • • http://www.ndbbank.com/ http://www.strategy.lk/ www.cbsl.gov.lk/ http://lmd.lk/ www.businesstoday.lk All corporate websites of competitor banks 4. Reports • • Annual reports of NDB Bank Annual report of most of the Banks Strategic Brand Management MSC_11_04_87 - - 32 - - | Page
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    Wells Fargo vs Bank of America
    • 2672 Words
    • 11 Pages

    Wells Fargo vs Bank of America

    The banking industry is highly competitive. The financial services industry has been around for hundreds of years. Wells Fargo has many competitors itself. In this paper, I will be doing a comparison of Wells Fargo & Company (WFC) and one of its biggest competitors, Bank of America Corporation (BAC). By analyzing looking at the financial ratios, one can see whether the company is successful or not. In the following, I will try to analyze and make a comparison of Wells Fargo’s and Bank of America’s recent performance in growth, income, and efficiency. Using a these criteria, I will determine which bank is the better buy according my analysis. My analysis of WFC & BAC’s performances will include a discussion of……

    • 2672 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Best Essays

    Brand Audit of John Lewis
    • 3400 Words
    • 14 Pages

    Brand Audit of John Lewis

    Keller, K., L. (1998) Strategic Brand Management: Building, Measuring and Managing Brand Equity. Prentice-Hall International: London…

    • 3400 Words
    • 14 Pages
    Best Essays
    Read More
  • Best Essays

    SunTrust Banks: Financial Analysis
    • 2454 Words
    • 10 Pages

    SunTrust Banks: Financial Analysis

    The banking industry has undergone major upheaval in recent years, largely due to the lingering recessionary environment and increased regulatory environment. Many banks have failed in the face of such tough environmental conditions. These conditions emphasize the importance of gaining an accurate picture of a bank’s financial health through detailed financial analysis.…

    • 2454 Words
    • 10 Pages
    Best Essays
    Read More
  • Powerful Essays

    WC Paper
    • 2653 Words
    • 8 Pages

    WC Paper

    We will start with the analysis of the banking industry in regards to the companies we have chosen to look at. The analysis of this particular sector requires some consideration, prior to the evaluation of financial statements, because of its unique characteristics. First off, the banking…

    • 2653 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Case Analysis of Unidentified Industries--2006
    • 1985 Words
    • 8 Pages

    Case Analysis of Unidentified Industries--2006

    First, N has an extremely high accounts receivable (90%) and the longest receivables collection period (4,071 days). And their biggest part of liabilities is notes payable. It really meets the features of Commercial bank. So N is Commercial bank.…

    • 1985 Words
    • 8 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    The Subway Story
    • 5528 Words
    • 23 Pages

    The Subway Story

    SCDL. 2007. Concepts and strategies of brand management. Service marketing and brand management. Pune: Symbiosis center of distance learning. [CD ROM]…

    • 5528 Words
    • 23 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Failure of Nepal Development Bank Ltd.
    • 2164 Words
    • 9 Pages

    Failure of Nepal Development Bank Ltd.

    Nepal Development Bank Limited (NDBL) was established under the Company Act, 2053(1997) in Chaitra 6, 2054 (March 19, 1998). It was the first national level development bank established by the private sector in Nepal. It had commenced its operation since Magh 17, 2055(January 31, 1999) as per Development Bank Act, 2052 (1996). Since Baisakh 21, 2063(May 4, 2006), it had imparted its services in accordance with Bank and Financial Institution Act, 2063. It had entered into the subscription and services agreement with Industrial Development Bank of India Ltd. (IDBI), the most leading development bank of India on 7th July 2003. It had been honored with ADFIAP (Association of Development Financing Institution in Asia and the Pacific and foreign countries) Development Awards 2004 Infrastructure Development Category for its significant contribution towards infrastructure development in the country. The main objective of NDBL was to cater the demand of medium and long term finance for the industrial, commercial, agricultural, tourism, infrastructure sectors and other services by offering various banking facilities. It mobilized its sources in the form of fixed, saving and other short-term deposits with competitive interest rates.…

    • 2164 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Punjab National Bank
    • 18172 Words
    • 73 Pages

    Punjab National Bank

    For the present study Punjab National Bank (PNB) has been selected. The reason for selecting PNB is that it is the leading Nationalised Bank in India after SBI. It became the first Nationalised Bank to book Rs. 1000 crore as net profit in single quarter of Oct-Dec 2008. The bank achieved 100% Core Banking Solution (CBS) even by the year 2008.…

    • 18172 Words
    • 73 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    National Bank of Borneo
    • 1477 Words
    • 6 Pages

    National Bank of Borneo

    National Bank of Borneo is a bank which is the larger of the two local banks in Borneo. It has advances of $ 1.128 billion, deposits of $ 1.147 billion, total capital and reserves of $ 199.4 million, and a post tax profit of $ 31.1 million.…

    • 1477 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Nbp Financial Analysis
    • 10564 Words
    • 43 Pages

    Nbp Financial Analysis

    National Bank of Pakistan (NBP) is one of the largest commercial bank operating in Pakistan. It has redefined its role and has moved from a public sector organization into a modern commercial bank. While it continues to act as trustee of public funds and as the agent to the State Bank of Pakistan (in places where SBP does not have a presence) it has diversified its business portfolio and is today a major lead player in the debt equity market, corporate investment banking, retail and consumer banking, agricultural financing, treasury services and is showing growing interest in promoting and developing the country 's small and medium enterprises and at the same time fulfilling its social responsibilities, NBP headquarters in Karachi, Pakistan with over 1,280 branches country wide (in December 2012). The bank provides both commercial and public sector banking services. It has assets worth USD 12.293 billion in 2007.[1]…

    • 10564 Words
    • 43 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Banking Sector in Mauritius
    • 655 Words
    • 3 Pages

    Banking Sector in Mauritius

    The assets of Non-Bank Deposit-Taking Institutions (NBDTIs) represented around 6 per cent of total assets of banks. The growth of this sector has been relatively slow with total assets registering negative year-on-year growth rates between July and November 2010. As from…

    • 655 Words
    • 3 Pages
    Powerful Essays
    Read More
  • Good Essays

    Lease Report
    • 10944 Words
    • 44 Pages

    Lease Report

    The operations of NBFIs in Bangladesh are regulated by the Bangladesh Bank. The grant of authority to engage in borrowing from the general public is normally based on such factors as minimum capital requirement, quality of management, compliance with the concerned laws, rules, and regulations, and stability of financial standing. NBFIs may grant loans to their members and the general public up to a certain amount and may also…

    • 10944 Words
    • 44 Pages
    Good Essays
    Read More
  • Powerful Essays

    Brand Management Summary
    • 7165 Words
    • 29 Pages

    Brand Management Summary

    Chapter-3 Positioning Positioning is choosing a position in the target group’s minds, that: - is distinctive from the competition - is relevant for the target group - fits the organisation with the aim of creating a preference. Positioning Approaches 1. Is relative to competition. 2.…

    • 7165 Words
    • 29 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    reputation risk
    • 513 Words
    • 3 Pages

    reputation risk

    NDB Bank has developed a reputation for innovative banking products and services that meet the real needs of its customers. These products and services are backed by efficient electronic processing and multiple delivery channels, operated by teams of highly experienced banking professionals, ATMs, state of the art Internet Banking service and Phone Banking by Touch. Reputation risk assumes special importance in NDB because asymmetric information, the qualitative-asset-transformation made by banks, and the supply of payment and risk management services create a general risk.…

    • 513 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Brand Management
    • 823 Words
    • 8 Pages

    Brand Management

    market. The use of a channel makes it incumbent on members of the marketing and sales…

    • 823 Words
    • 8 Pages
    Satisfactory Essays
    Read More

Related Topics