Branding: a refresher course

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      The branding strategy may be effectively applied by banks provided they identify their target customers and restructure the features of their products towards their target customers' needs. The banks should also take stock of how their clientele perceive their institution through surveys and interviews. After developing the client-oriented services and products, banks should evaluate the performance of these offerings. This could be done by assessing the offerings' market share, attractiveness to customers and client satisfaction.
      Financial institutions are increasingly using branding as part of a corporate strategy to create an identity that distinguishes them from their competitors. One BMA member asked the Center for Banking [...]