Commercial Banks Brand Strategy Research

With the development of China's financial reform and the rapid change of financial products and services, the characteristic of commercial banks and the homogeneity of bank's financial services are getting more and more evident. The competition between commercial banks is growing in intensity. In 2006, the interim of China's entry into WTO will finally come to an end, and China's financial market will be open to the world. China's commercial banks will directly face the intense competition of formidable, powerful and famous international financial institutions. And the competition of the financial market will transform rapidly to the competition of brands, which perfectly reflects the comprehensive quality of commercial banks. So, it is an important method of improving banks' competitiveness to set up banks' own brands. At the same time, it is also the objective requirement of commercial banks' development and the demand of customers to implement the branding strategy.However, for a variety of reasons, China's commercial banks had not recognized the important of branding strategy earlier. At present, commercial banks in China have just been in the primary stage of their branding, so they are now urgently in need of the strong brands of their own. With such a background, this thesis makes a deep and systematic research on branding strategy of commercial banks.In the first instance, this thesis reviews different definitions of brand, the theory of Brand Equity, the theory of brand positioning, and other important research achievements of the brand. And the thesis also reviews Western and Chinese researches about the branding strategy of financial services and commercial banks, and explains the necessities and significance of commercial banks' branding strategy. Then, this thesis makes deep research on the implementation system of branding strategy in commercial banks. The branding strategy in commercial banks is a systematic process of building up brands. This thesis analyzes the strategy programming of banks' brands, and puts forward the suitable branding strategy programming for commercial banks.