Advertising & branding principles practiced by EBL: a case study of EBL priority banking

Abstract

The main objective behind preparing this report is to know about the branding and advertising principles practised by Eastern bank Limited (EBL) and critically observe ‘Priority Banking’ of EBL as this attractive proposition is creating buzz and attracts a lot of customers’ since its beginning. Usually banks and other non-banking institutions (NBFIs) previously follow Below The Line (BTL) method for advertising though in recent years they are focusing on every sphere of advertising medium that works as a customer touch point. EBL has clear and bold brand elements with inner meaning and they always practices that while advertising. Here, at EBL I came to know a lot more about branding and advertising of EBL and had a opportunity to know about Priority Banking from a closer spot. How the Priority Banking idea turns into reality, creates differentiation in customers mind and become the role model for other banks and NBFIs. In job responsibility part I described my new learning experience in practical field where I get hand on experience of Asset Value Centre (AVC) of EBL. Although I had to face some hurdles as those operations are new to me but got to know a lot more things from here. In brief, I can say EBL is doing phenomenally good in banking sector of Bangladesh, setting standard for other organizations and laying footsteps for others to follow.