THE RELATIVE IMPORTANCE OF BRANDING TO
The recent rise in the numbers of high net worth and high net income individuals and deregulation, globalisation and information access has driven the rapid growth in private banking in South Africa. Competition is fierce and differentiation on the basis of innovation and price only deliver short term advantages. It is envisaged that brands will play an increasingly important role in distinguishing private banks as customers become more discriminating and demanding. This study aims to better understand the importance of branding from a potential and existing client perspective and develop a series of recommendations for business and brand managers in private banks to successfully build their brands. A qualitative study was undertaken and in-depth interviews were employed to uncover client’s perceptions of private banking and understand the importance of the brand relative to other key attributes. The overall finding is that brand is as important as attributes such as the product offering, the additional benefits and access to information. Clients want to associate with a private bank and want to be treated as individuals. They want to feel special and recognised and they want private banks to be more proactive in terms of addressing their needs. Private Bank employees have considerable influence on the perception of the brand. It appears that Private Banks have a way to go when it comes to branding.
MBA - WBS
Brands and branding, Banks and banking, Private banking