Branding of financial services: a study on NRB Bank Limited

Abstract

This internship report stresses on the work experience I have gathered as an Intern in the Brand and Communications Division of NRB Bank Limited from May 21, 2017 until August 20, 2017. In this report, I mainly have incorporated my experience at NRB Bank Limited especially assisting in advertisement management, digital content, in PR activities etc. Since its inception in 2013 in Bangladesh, NRB Bank has always been conserving quality service and now it is one of the renowned banks in the country within a very short time. In this report, I have included a list of their products, services and promotional activities they are managing. Later, I discussed about the project on the branding of financial services done by NRB Bank’s Brand and Communications Division where different new findings came out. The project’s objectives were to test the Brand Verdict Model on NRB Bank’s customers, to find out the gap between the model and the actual branding efforts and also to put forward recommendations for better branding. This report will serve good information for the marketers. In the banking sector, people have to work much harder for uplifting the brand. More investments in digital media is needed which may give a better visibility of the brands and make the advertising and marketing atmosphere more delightful which may amaze people with its’ beauty. The result of this research report ultimately reflects the participants’ ultimate verdict for the brand, for which their satisfaction level, attitude towards the brand, likeliness of patronage in the future etc were measured through one to one interview.