@incollection{,
	
					
					
					3EEA8A35179523715BAC94E185BAC6BE
				,
	author={{ZakariaArifin} and {NRBC Bank}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}1813544
}

@book{b0,
	
	
		,
	title={{Building Strong Brands}}
		,
	author={{
			DavidaAaker
		} and {
			DavidAAaker
		} and {
			VKumar
		} and {
			GeorgeDay
		} and {
			S
		}}
		
		
		
		
		
			,
	year={1996. 2001}
			,
	publisher={The Free Press}
		
	

}

@incollection{b1,
	
	
		,
	title={{Building Societies: Change, Strategy, and Corporate Identity}}
		,
	author={{
			JohnM TBalmer
		} and {
			AdrianWilkinson
		}}
		
	
	
		,
	journal={{Journal of General Management}}
		
			17
			2
			33
			,
	year={1991}
		
	

}

@incollection{b2,
	
	
		,
	title={{Corporate Identity and Advent of Corporate Marketing}}
		,
	author={{
			JohnBalmer
		} and {
			MT
		}}
		
	
	
		,
	journal={{Journal of Marketing Management}}
		
			14
			
			,
	year={1998}
		
	

}

@incollection{b3,
	
	
		,
	title={{Cultivating Service Brand Equity}}
		,
	author={{
			LeonardBerry
		} and {
			LBerry
		} and {
			LLeonard
		}}
		
		
	
	
		,
	booktitle={{Services Marketing Is Different, Business (Atlanta)}}
				
			,
	year={1980. May-June, 24-29. 2000}
			28
			
		
	

}

@book{b4,
	
	
		,
	title={{Building Brand Assets, Chief Executive}}
		,
	author={{
			JamesBigger
		} and {
			FlinorSelame
		}}
		
		
			,
	year={1992. July-August, 78}
			
		
	

}

@incollection{b5,
	
	
		,
	title={{Customer Preferences for Financial Services: An Analysis}}
		,
	author={{
			William;Boyd
		} and {
			MyronLeonard
		} and {
			CharlesWhite
		} and {
			JrChurchill
		} and {
			GilbertA
		}}
		
		
		
		
	
	
		,
	journal={{International Journal of Bank Marketing}}
		
			12
			1
			
			,
	year={1994. 2001}
			,
	publisher={The Dryden Press}
		
	
	,
	note={Basic Marketing Research. 5 th Edition}

}

@book{b6,
	
	
		,
	title={{Strategic Marketing's Challenges and Opportunities, Handbook of Business Strategy}}
		,
	author={{
			DavidCravens
		}}
		
			,
	year={2006}
			
		
	

}

@incollection{b7,
	
	
		,
	title={{Developing Market-Driven Product Strategies}}
		,
	author={{
			DavidCravens
		} and {
			FPiercy Nigel
		} and {
			AshleyPrentice
		}}
		
		
	
	
		,
	journal={{Journal of Product and Brand Management}}
		
			9
			6
			
			,
	year={2000}
		
	

}

@incollection{b8,
	
	
		,
	title={{Implementing Your BAM Strategy: 11 Steps to Making Your Brand A More Valuable Business Asset}}
		,
	author={{
			ScottDavis
		}}
	
	
		,
	journal={{Journal of Consumer Research}}
		
			19
			6
			
			,
	year={2002}
		
	

}

@incollection{b9,
	
	
		,
	title={{Experts' Views about Defining Services Brands and the Principles Services Branding}}
		,
	author={{
			ChernatonyDe
		} and {
			Leslie
		} and {
			FrancescaOlmo
		}}
		
		
	
	
		,
	journal={{Journal of Business Research}}
		
			46
			
			,
	year={1999}
		
	

}

@incollection{b10,
	
	
		,
	title={{The Criteria for Successful Service Brands}}
		,
	author={{
			DeChernatony
		} and {
			LeslieSegal-Horn
		} and {
			Susan
		}}
		
		
	
	
		,
	journal={{European Journal of Marketing}}
		
			37
			7/8
			
			,
	year={2003}
		
	

}

@book{b11,
	
	
		,
	title={{}}
		,
	author={{
			SarahDenby-Jones
		}}
		
			,
	year={1995}
			145
			
		
	
	,
	note={Mind the Gap, the Banker}

}

@incollection{b12,
	
	
		,
	title={{the Strength of Branding and Positioning in Services}}
		,
	author={{
			SallyDibb
		} and {
			LyndonSimkin
		}}
		
	
	
		,
	journal={{International Journal of Service Industry Management}}
		
			4
			1
			
			,
	year={1993}
		
	

}

@incollection{b13,
	
	
		,
	title={{Unleashing the Power of Service Brand in the 1990s}}
		,
	author={{
			JamesDobree
		} and {
			AnthonyPage
		} and {
			S
		}}
		
		
	
	
		,
	journal={{Management Decision}}
		
			28
			6
			
			,
	year={1990}
		
	

}

@book{b14,
	
	
		,
	title={{Building Value-Based Brand Strategies}}
		,
	author={{
			PeterDoyle
		}}
		
			,
	year={1999}
			,
	publisher={Academy of Marketing Annual}
		
	

}