The brand positioning of HSBC Bangladesh

Abstract

This report is designed to provide the readers with a practical insight of creating brand equity and crafting brand positioning as a marketing tool for surviving in this massive game of competition. For this report, I have been associated with one of the most renowned multinational banks in the world, or as we all better know it as “the world’s local bank”, The Hong Kong Shanghai Banking Corporation (HSBC). This report begins with giving the readers an insight on the history and existence of HSBC Group and its current standings. Following that the report continues on introducing the Bank, however this time in a local context, talking about its existence in Bangladesh. Post introductions, the fourth chapter consists of my experiences and job responsibilities as an intern at HSBC. Subsequently, I have completed an extensive research on their branding and brand positioning of the marketing sector to provide the readers on an insight on how their most important image is being portrayed in this massively competitive corporate world where every player is fighting a war to get a slice of the cake. I have also tried to portray the advantages and disadvantages of the company on the basis of their branding strategies that include SWOT analysis, industry analysis, competitor analysis and branding strategies used to show the readers a broad picture of how their product is creating a brand image in the minds of the local consumers. Creating a superior brand image in the minds of the consumer is a vital task, when there is a pool of competition and alternatives available, and I have tried to show how well HSBC is able to fulfill its mission successfully. And finally in this term paper, the readers will get an insight of whether HSBC has been able to create a strong position in the minds of their consumer or not and if the local consumers do prefer HSBC over other competitor, then the ultimate question remains as to why? I would like to show my heartfelt gratitude to all of the following for helping me out on the preparation of this report. First of all I would like to thank my internship supervisor for giving me the opportunity to work with him during my period of internship. I have been able to compile and complete this report in a comprehensive manner due to the guidance, support and counselling that he has provided me with during this period. I have tried my best to implement his constructive suggestions while doing my report. Secondly, I would also like to take this opportunity to acknowledge the help provided to me by some personnel of HSBC. My sincere gratitude goes to Mr. Tanvir Hossain Joarder, Branch Manger, HSBC Gulshan Brach, for giving me the opportunity to work at the Gulshan Branch and helping me gain the invaluable experience of working there. A heartfelt thanks goes to Mr. Rasedul A Taheri, Manager, Customer Services Department, Personal Financial Services, for giving me the guidance throughout my internship, providing me with the vital training and assisting me with the information required to complete the report. Finally I would also like to thank all the employees of HSBC who has supported me and co-operated with me during my internship period.