The financial industry has gone through the state of unrest worldwide in recent years and
in Cambodia we witnessed the entrance of international banks, and local banks establishment.
This increased of competition required new ways of forming competitive lead, and
the objective of this paper is to study how branding is use and what are the potential they
have, concentrating on high-income customers so called Preferred customers, and how
could branding, and relationship could be used to attract and have them commit with the
bank.
As for the empirical research consist is conducted through the market intelligent of banks
in Cambodia like CIMB Bank, ANZ Royal Bank, and Vattanac Bank. These are the big
players in the niche clients.
The main findings indicate that branding is not taking a big advantage in attracting and
commit the high-income customers. The three banks offer similar 'special' benefits to customers
mainly for frequently travel customers. These top clients may have positive image
of the bank and can be very loyal to relationship, but not much to the offers.
The main findings indicate that branding is not taking a big advantage in attracting and
commit the high-income customers. The three banks offer similar ?special? benefits to customers
mainly for frequently travel customers. These top clients may have positive image
of the bank and can be very loyal to relationship, but not much to the offers.
Annotation in English
The financial industry has gone through the state of unrest worldwide in recent years and
in Cambodia we witnessed the entrance of international banks, and local banks establishment.
This increased of competition required new ways of forming competitive lead, and
the objective of this paper is to study how branding is use and what are the potential they
have, concentrating on high-income customers so called Preferred customers, and how
could branding, and relationship could be used to attract and have them commit with the
bank.
As for the empirical research consist is conducted through the market intelligent of banks
in Cambodia like CIMB Bank, ANZ Royal Bank, and Vattanac Bank. These are the big
players in the niche clients.
The main findings indicate that branding is not taking a big advantage in attracting and
commit the high-income customers. The three banks offer similar 'special' benefits to customers
mainly for frequently travel customers. These top clients may have positive image
of the bank and can be very loyal to relationship, but not much to the offers.
Keywords
CIMB Bank Cambodia; Preferred Customer.
Keywords in English
CIMB Bank Cambodia; Preferred Customer.
Length of the covering note
98 p
Language
AN
Annotation
The financial industry has gone through the state of unrest worldwide in recent years and
in Cambodia we witnessed the entrance of international banks, and local banks establishment.
This increased of competition required new ways of forming competitive lead, and
the objective of this paper is to study how branding is use and what are the potential they
have, concentrating on high-income customers so called Preferred customers, and how
could branding, and relationship could be used to attract and have them commit with the
bank.
As for the empirical research consist is conducted through the market intelligent of banks
in Cambodia like CIMB Bank, ANZ Royal Bank, and Vattanac Bank. These are the big
players in the niche clients.
The main findings indicate that branding is not taking a big advantage in attracting and
commit the high-income customers. The three banks offer similar 'special' benefits to customers
mainly for frequently travel customers. These top clients may have positive image
of the bank and can be very loyal to relationship, but not much to the offers.
The main findings indicate that branding is not taking a big advantage in attracting and
commit the high-income customers. The three banks offer similar ?special? benefits to customers
mainly for frequently travel customers. These top clients may have positive image
of the bank and can be very loyal to relationship, but not much to the offers.
Annotation in English
The financial industry has gone through the state of unrest worldwide in recent years and
in Cambodia we witnessed the entrance of international banks, and local banks establishment.
This increased of competition required new ways of forming competitive lead, and
the objective of this paper is to study how branding is use and what are the potential they
have, concentrating on high-income customers so called Preferred customers, and how
could branding, and relationship could be used to attract and have them commit with the
bank.
As for the empirical research consist is conducted through the market intelligent of banks
in Cambodia like CIMB Bank, ANZ Royal Bank, and Vattanac Bank. These are the big
players in the niche clients.
The main findings indicate that branding is not taking a big advantage in attracting and
commit the high-income customers. The three banks offer similar 'special' benefits to customers
mainly for frequently travel customers. These top clients may have positive image
of the bank and can be very loyal to relationship, but not much to the offers.
Keywords
CIMB Bank Cambodia; Preferred Customer.
Keywords in English
CIMB Bank Cambodia; Preferred Customer.
Research Plan
Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Explore the theoretical backround on branding strategy and bank environment.
Practical part
Complete the analysis of current branding strategy of CIMB Bank in bank environment.
Develop the project of the branding strategy at CIMB Bank.
Submit the project to risk, cost and time analysis.
Conclusion
Research Plan
Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Explore the theoretical backround on branding strategy and bank environment.
Practical part
Complete the analysis of current branding strategy of CIMB Bank in bank environment.
Develop the project of the branding strategy at CIMB Bank.
Submit the project to risk, cost and time analysis.
Conclusion
Recommended resources
AAKER, D. A. Building strong brands. London: Simon and Schuster, 2002, 380 p. ISBN 0-7432-3213-5.
BARAN, R. J. and R. J. GALKA. Customer Relationship Management: the foundation of contemporary marketing stratégy. New York: Routledge, Taylor and Francis Group, 2013, 393 p. ISBN 978-0-415-89656-6.
KELLER, K. L., APÉRIA, T. and M. GEORGSON, Strategic brand management: a European perspective. 2nd ed. Harlow, England: New York: Financial Times/Prentice Hall, 2012, 940 p. ISBN 978-0-273-73787-2.
PADUA, D. Trust, social relations and engagement: understanding customer behaviour on the Web. Basingstoke,Hampshire: Palgrave Macmillan, 2012, 231 p. ISBN 978-0-230-39124-6.
SEMENIK, R. J. Advertising and promotions: an integrated brand approach. Ohio: Mason, South-Western Cengage Learning, 2012, 710 p. ISBN 978-0-538-47986-8.
Recommended resources
AAKER, D. A. Building strong brands. London: Simon and Schuster, 2002, 380 p. ISBN 0-7432-3213-5.
BARAN, R. J. and R. J. GALKA. Customer Relationship Management: the foundation of contemporary marketing stratégy. New York: Routledge, Taylor and Francis Group, 2013, 393 p. ISBN 978-0-415-89656-6.
KELLER, K. L., APÉRIA, T. and M. GEORGSON, Strategic brand management: a European perspective. 2nd ed. Harlow, England: New York: Financial Times/Prentice Hall, 2012, 940 p. ISBN 978-0-273-73787-2.
PADUA, D. Trust, social relations and engagement: understanding customer behaviour on the Web. Basingstoke,Hampshire: Palgrave Macmillan, 2012, 231 p. ISBN 978-0-230-39124-6.
SEMENIK, R. J. Advertising and promotions: an integrated brand approach. Ohio: Mason, South-Western Cengage Learning, 2012, 710 p. ISBN 978-0-538-47986-8.
