Brand image & equity assessment among banking customers
Business Practice- Brand & Communication
Understand the current brand image among customers in a competitive context
A Qualitative Brand Equity Research among different types of banking customers to understand how client brand is positioned in relation to its key competition on aspects related to – Brand Understanding; Brand Personality; User Imagery, Brand Image drivers, Strength & Weakness
Design: Mini group discussions with lower mass, mass and upper mass customers with income group between. In-depth interviews with Lower and Upper Affluent customers.
The research helped the client understand what the ideal banking features and services are perceived as by today’s modern customer.
The research helped identify the triggers and barriers amongst KSA banking customers. A detailed comparison of client bank’s position in 2015 vs. 2018 was done. The research equipped the client with an understanding of their brand equity outlining their personality, values, imagery etc.
It also helped the client know customers recent preferences towards banking communications etc.