A project to build a strong brand for Prudential Bank Limited-Ghana

Emmanuella Naa Komiley Tetteh

Master's thesis

Abstract:

In today's competitive financial landscape, a strong brand identity is no longer a luxury, but a necessity. This thesis explores the impact of corporate branding strategies on the performance of Prudential Bank Limited Ghana. Through a comprehensive analysis, the study investigates how a well-designed branding strategy can influence customer perception, market competitiveness, and ultimately, financial performance. This research employs a quantitative descriptive design with the aim of engaging key stakeholders within the bank and its target market. The study demonstrates a positive correlation between a strong corporate brand and increased financial performance for Prudential Bank Limited Ghana. The research suggests that effective branding strategies leads to enhanced customer loyalty and brand recognition, improved market differentiation and competitive advantage, increased customer acquisition and retention rates and ultimately, a positive impact on the bank's financial indicators. This thesis underscores the importance of branding as a strategic tool for Ghanaian banks. By investing in a well-defined brand identity, Prudential Bank Limited Ghana can solidify its position in the market and achieve sustainable financial growth.

Abstract:

In today's competitive financial landscape, a strong brand identity is no longer a luxury, but a necessity. This thesis explores the impact of corporate branding strategies on the performance of Prudential Bank Limited Ghana. Through a comprehensive analysis, the study investigates how a well-designed branding strategy can influence customer perception, market competitiveness, and ultimately, financial performance. This research employs a quantitative descriptive design with the aim of engaging key stakeholders within the bank and its target market. The study demonstrates a positive correlation between a strong corporate brand and increased financial performance for Prudential Bank Limited Ghana. The research suggests that effective branding strategies leads to enhanced customer loyalty and brand recognition, improved market differentiation and competitive advantage, increased customer acquisition and retention rates and ultimately, a positive impact on the bank's financial indicators. This thesis underscores the importance of branding as a strategic tool for Ghanaian banks. By investing in a well-defined brand identity, Prudential Bank Limited Ghana can solidify its position in the market and achieve sustainable financial growth.

Keywords

Keywords, Branding, Brand management, strong brand, brand equity, consumer behavior, brand loyalty, brand value, banking, financial performance.

Language used: English

Date on which the thesis was submitted / produced: 19. 4. 2024

Thesis defence

• Supervisor: doc. Ing. Miloslava Chovancová, CSc.

Tomas Bata University in Zlín

Faculty of Management and Economics

Master programme / field:
Management and Marketing / Management and Marketing