Research On Brand Construction For SPD Bank

Today, accompanied with the outstanding of economy, financial market globalization, and financial product homogeneity, brand has become the most competitive asset of a bank. The market competition is actually the competition of brand. Strong brands own the power of marketing functions and stronger market influence. Whether a strong brand is owned or not turns to be a measurement of a bank development mature, and a basic standard of its synthetic power. Commercial banks in China began to get familiar with brand building not long ago. Since China joined WTO, the financial market in China has completely opened up to the world. Chinese financial industry has met the era of brand global marketing. To speed up brand building in the financial industry has become the urgent task for commercial banks in China.SPD Bank is a stock commercial bank with outstanding performance and fast going development. But in comparison with its capability of market competition and marketing strength, there is an obvious backward difference on its brand influence. It can be shown on that the brand value doesn't completely represent its power and competitiveness. Therefore, it's very significant to make in-depth research on the brand establishment.Using methods such as contrast and theory integration with practice, and based on a systematic understanding of financial industry brand theories, this paper makes profound analysis of the current status of brand construction for SPD Bank. The thesis points out constructive solutions to for the defects in the bank's brand construction, from perspectives such as brand structure construction, brand differential positioning, brand core value, brand culture construction, brand promotion, brand innovation and crisis management. The creative viewpoints in this essay bring important reference for SPD Bank in its brand construction, especially the ideas to build up a brand system structure with corporate brand as focus and product/service brand as supplement, and to emphasize corporate social responsibility as the brand's core value. It will be a very valuable reference for SPD Bank's brand construction.