The net-savvy culture has become a global phenomenon. Nowadays the banks and financial institutions are in our pockets and they are quietly completing complex transactions round the clock. Today, financial services are growing at a rate beyond the imagination of any financial expert. The financial services are playing an increasingly larger role, both in the overall economy as well as in the lives of consumers. "Branding" is the new challenge in the financial service industry. Brand Equity's most trusted brand survey of 2005 shows that out of 150 top brands of 2005 only seven brands are there for the financial services industry.

Services marketing is a very sensitive aspect and that too marketing of financial services is really delicate, here the strategy revolves around the customer. The tidal wave of net-savvy culture has become a global phenomenon. Nowadays the banks and financial institutions are in our pockets quietly and they are completing complex transactions round the clock. Today, financial services are growing at a rate beyond the imagination of any financial expert.

In the fast growing market, "Branding" is the new key challenge in the financial service industry, in recognition of the fact that financial services are playing an increasingly larger role, both in the overall economy as well as in the lives of consumers. Thus, branding has more relevance in the financial services market, which not only faces the problem of securing and retaining customers in an increasingly competitive market place but also experiences the need for heightened relevance of the brand proposition in a world where brands have been termed as a new religion.

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