Financial Brand Strategy and Management.docVIP

 PAGE \* MERGEFORMAT 17 Financial Brand Strategy and Management With the continuous development of financial markets and changes in financial products becoming more abundant, and related insurance, funds, bonds, and continuously through the banking channel sales, the banking industry and the people are getting closer and closer, the scope of their private business, the more to the more extensive and deeper, which makes the past, the banking industry is only the public services to serve the state of the form of one-sided and completely changed. Of the public business is, corporate finance, loans, seeking a bank customer is always right, but also what Mody several state-owned banks, market awareness is not enough, competition is not strong, they do not have a well-developed brand is the same. Recently, an international bank rating agency Moody’s said that China’s Industrial and Commercial Bank of China to the world’s largest bank, said that there are three main factors have contributed to: 1, customers have a firm confidence in the bank; Second, risk preferences is different from the United States banks; Third, ownership structure and different from their U.S. counterparts, a majority stake in ICBC held by the Government; Clearly, we view these three factors, business is due to China’s huge market created by the pounds. Brand factor, and not that useful, if there is such a similar background of market and government banks, there is no such result. I believe that with the deepening of market competition, big does not mean strong, similar to that of traditional industrial and commercial enterprises, such as the above results it is difficult to appear, they are bound to face marketing From EMKT. and brand problems. In fact, as long as the banking industry began to retail, you need marketing and brand management, which is the market demand and the inevitable. Now, banks are facing more and more ordinary people’s products, in addition to the National Bank, non