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 sector, robust brand identity is crucial. This thesis examines how corporate branding strategies impact Prudential Bank Limited Ghana's performance, showing a positive link between strong branding and better financial outcomes. Effective branding leads to greater customer loyalty, market differentiation, and improved financial indicators. The study underscores the importance of branding for Ghanaian banks, suggesting that a clear brand identity can enhance Prudential Bank's market position and financial growth.

Abstract:

In today's competitive financial sector, robust brand identity is crucial. This thesis examines how corporate branding strategies impact Prudential Bank Limited Ghana's performance, showing a positive link between strong branding and better financial outcomes. Effective branding leads to greater customer loyalty, market differentiation, and improved financial indicators. The study underscores the importance of branding for Ghanaian banks, suggesting that a clear brand identity can enhance Prudential Bank's market position and financial growth.

Keywords

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

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 1. 8. 2024

Obhajoba závěrečné práce

Tomas Bata University in Zlín

Faculty of Management and Economics

Master programme / odbor:
Management and Marketing / Management and Marketing