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Journals >>
Management

The IUP Journal of Brand Management


September 06
Focus Areas

  • Brand Equity

  • Brand Image

  • Brand Extension

  • Brand valuation

  • Brand Associations
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Branding @ A Business School in Kazakhstan: The Bang College of Businesss Career Services Center
50
The Wheel and its Spokes: Mapping the Relationship between the Key Elements of Brand Management-A Literature Survey
50
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Branding @ A Business School in Kazakhstan: The Bang College of Businesss Career Services Center

-- Patrick Low Kim Cheng

The practitioner-researchers discuss the goals, activities, management and development of the Bang College of Businesss Career Services Center. The functions and ways in which the center adds value to the institutes role and relevance in education, to change society are examined in this paper. This success story can, in fact, be understood and better appreciated in the light of Kazakhstans realities, and can be viewed from the spectrum of developing the institutes brand.

© 2006 IUP . All Rights Reserved.

Article Price : Rs.50

The Wheel and its Spokes: Mapping the Relationship between the Key Elements of Brand Management-A Literature Survey

-- Pallabi Mishra and Biplab Datta

Brand Management is a widely researched area. This paper is a survey of the available literature of the key elements of brand management, like brand extension, brand association, brand positioning brand awareness, etc. The strength of the individual elements and their inter-relationship is discussed.

© 2006 IUP . All Rights Reserved.

Article Price : Rs.50

Case Study

Rebuilding The `Martha Stewart' Brand

-- Shirisha Regani

© 2006 ICMR. All Rights Reserved.

Case Study

P&Gs Brand Management System

-- Vivek Gupta

© 2006 ICMR. All Rights Reserved.

Buzzmarketing: Get People to Talk about Your Stuff

--Mark Hughes

Buzzmarketing is a structured practice of out-thinking, instead of out-spending. The toughest part of buzz is generating creative ideas that plug into the framework.

© 2005 Mark Hughes. All Rights Reserved. IUP holds the copyright for the review.

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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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