The Study On The Development Of Chinese Net Bank Brands

Along with the e-economy's booming,business process and brand management have switched to the area of Internet. The increasing fierce competition among commercial banks causes online business to be the key factor in achieving success. A successful brand can help commercial banks expand advertising and increase add-ons value of service via Internet. This paper,based on the general rules of branding,reviews brand asset theory,strategic brand management,and brand appraisal theory,etc. Furthermore , integrated with the real cases for the business development of local/foreign commercial banks,the paper illustrates the brand development rules of commercial banks,proposes constructive strategies and an evaluation model for online brand development of Chinese banks.