Abstract

In the context of Banking industry of Bangladesh NRBC Bank emerged itself on the ground of stiff competition but at the same time with scope of expansion to serve the major unbanked population of the country However within 4th year of its operation the Bank experienced a setback in its Brand image caused by widespread news of unregulated lending This research aims at investigating customers average perception of Branding factors at NRBC Bank and the relationship between Brand factors and Branding Benefits The primary data were collected from the Bank s existing customers on judgmental basis Based on the services branding literature branding factors of financial service industry were identified The problem statement was generated and hypotheses were empirically tested The respondents responses were obtained through a structured questionnaire The study revealed that the Branding factors of NRBC Bank based on average perception are distinctive banking product corporate culture and cross functional teams These factors exerted the strongest effects on the overall financial and non-financial brand benefits The multiple regression analysis findings indicate that there is a significant and positive relationship between the Branding factors and the overall brand benefits Moreover the study indicated that the effect of the Branding factors on the financial benefits is stronger than their effect on the Non-financial brand benefits These findings depict that although there are clear Nonfinancial benefits of branding such as good brand image atmospherics and service delivery process but the essence of successful branding of NRBC Bank is tangible especially on financial benefits