Re-branding strategy of Prime Bank Limited & how it ensures organizational sustainability
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2019.
| Κύριος συγγραφέας: | |
|---|---|
| Άλλοι συγγραφείς: | |
| Μορφή: | Internship report |
| Γλώσσα: | English |
| Έκδοση: |
Brac University
2020
|
| Θέματα: | |
| Διαθέσιμο Online: | http://hdl.handle.net/10361/13749 |
| id |
10361-13749 |
|---|---|
| record_format |
dspace |
| spelling |
10361-137492020-02-11T21:01:14Z Re-branding strategy of Prime Bank Limited & how it ensures organizational sustainability Tasnim, Sarah Haque, Shamim Ehsanul Brac Business School, Brac University Re-branding Organizational sustainability Prime Bank Limited Banks and banking--Bangladesh. Bank marketing--Bangladesh. Brand name products--Bangladesh--Management. This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2019. Cataloged from PDF version of internship report. Includes bibliographical references (pages 61-62). Re-branding is the pre-condition to maintain organizational sustainability. It is very challenging to ensure proper re-branding for any exiting organization for which before forming the re-branding strategy, proper knowledge of the customer requirements is a must. Prime Bank is a well-known organization that has been serving Bangladeshi market for almost 24 years and in order to keep up with the shifts in perspective and taste trends of its customers, adopting a re-branding strategy is very necessary. For this purpose, marketing research is essential to identify the driving forces that are indicating the emerging needs for re-branding. For Prime Bank, these driving forces are outdated image, lack of brand clarity and consistency, extension of the targeted demographics, technological shifts in taste trends and pressure of the competitors. Focusing on this, PBL has introduced new products and services to ensure the extension of target customers, updated the outlook and brought technological advancements within the branches to compete with the competitors and matching the customer expectations, re-designed the communication strategy and focused more on CSR activities to change the outdated image it has and lastly, changes the brand logo to eliminate the lack of brand clarity and reflect the updated image it has. Judging from these, the on-going re-branding activity can be identified as the corporate level re-branding. This re-branding is also ensuring organizational sustainability through proper risk management, ensuring work efficiency, cost control and increasing customer’s brand awareness. Survey results indicated employee and customer satisfaction due to these on-going re-branding initiatives. Moreover, digitalization efforts are successfully shifting consumer perception of traditional bank to digital bank as well. Sarah Tasnim B. Business Administration 2020-02-11T07:07:12Z 2020-02-11T07:07:12Z 2019 2019-09 Internship report ID 15104042 http://hdl.handle.net/10361/13749 en Brac University Internship reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. 64 pages application/pdf Brac University |
| institution |
Brac University |
| collection |
Institutional Repository |
| language |
English |
| topic |
Re-branding Organizational sustainability Prime Bank Limited Banks and banking--Bangladesh. Bank marketing--Bangladesh. Brand name products--Bangladesh--Management. |
| spellingShingle |
Re-branding Organizational sustainability Prime Bank Limited Banks and banking--Bangladesh. Bank marketing--Bangladesh. Brand name products--Bangladesh--Management. Tasnim, Sarah Re-branding strategy of Prime Bank Limited & how it ensures organizational sustainability |
| description |
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2019. |
| author2 |
Haque, Shamim Ehsanul |
| author_facet |
Haque, Shamim Ehsanul Tasnim, Sarah |
| format |
Internship report |
| author |
Tasnim, Sarah |
| author_sort |
Tasnim, Sarah |
| title |
Re-branding strategy of Prime Bank Limited & how it ensures organizational sustainability |
| title_short |
Re-branding strategy of Prime Bank Limited & how it ensures organizational sustainability |
| title_full |
Re-branding strategy of Prime Bank Limited & how it ensures organizational sustainability |
| title_fullStr |
Re-branding strategy of Prime Bank Limited & how it ensures organizational sustainability |
| title_full_unstemmed |
Re-branding strategy of Prime Bank Limited & how it ensures organizational sustainability |
| title_sort |
re-branding strategy of prime bank limited & how it ensures organizational sustainability |
| publisher |
Brac University |
| publishDate |
2020 |
| url |
http://hdl.handle.net/10361/13749 |
| work_keys_str_mv |
AT tasnimsarah rebrandingstrategyofprimebanklimitedhowitensuresorganizationalsustainability |
| _version_ |
1814309117808869376 |