Marketing activities have the power to build or destroy a company. Brand is the most precious asset a company has (Keller, 2005). Brand provides a company with distinctive image and recognition. Strong brand name provides the customer with the confidence to shop without hesitation (Wilson and Raymond). This reputation of brand depends upon the positioning and quality of brand (Azouly & Kapferer, 2003). Branding is an important marketing tool, which ekes a business organization in the process of competing in today’s volatile business environment at International level.
The paper undertakes the examination of the importance and usefulness of branding by the companies as a competitive strategy. It also discusses the significance of branding in undertaking the marketing campaigns of different companies. The impact of alteration in the marketing strategy and company’s performance has also been discussed. Last but not least the paper also elaborates how the wrong choice marketing strategy undermines the business of an organization. Methodology followed: There is not very much research undertaken in the field.
In this research we will analyze the branding process of HSBC Bank as a competitive strategy of the organization. A case study approach will be used. The branding activities of HSBC will be studied.
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Research Questions: The aim of this research is to examine the Marketing Strategies of HSBC Bank and their effectiveness in undertaking the business of the organization. Objectives Research objectives include: To review the literature about this issue up till now. To improve the awareness about branding. To analyse the advantages and disadvantages attached. To investigate and find out the impact on brand and image of Company. Introduction to HSBC: Originated from London, HSBC is considered as one of the leading financial and banking organization. HSBC is listed on all the major stock markets in the world.
HSBC has large shareholders base comprising 200,000 shareholders all over the world. HSBC has an international network knitted by the information technology successfully spread all over the world. HSBC is an innovative service provider offering a range of services including financial, commercial banking; corporate, investment banking and markets; private banking; and other activities. HSBC principles and values: “The HSBC Group is committed to five core business principles: • outstanding customer service; • effective and efficient operations; • strong capital and liquidity;
• prudent lending policy; • strict expense discipline;” (HSBC, 2008) The brand of an organization depicts its vision, values, personality, positioning and image among many other dimensions. HSBC is one of the organizations which have successfully implemented a stringent corporate branding strategy. HSBC employs the same common expression throughout the globe with a simple advertising strategy based on the slogan “The world’s local bank. ” This creative platform enables the corporation to bridge between many cultural differences, and to portray many faces of the same strategy. ” (Roll, 2004)