A Study Of Brand Building In Yizheng Rural Commercial Bank

With the homogenization competition of banking industry turns much intensified, establishing a good bank brand and competing differently has increasingly become the consensus of bankers, especially for the small and medium rural commercial banks, such as Yizheng Rural Commercial Bank. Due to small regional market and limited capital scale, the need for establishing the bank brand seems much more urgent. Therefore, it is necessary to study and explore how to construct the brand for the Yizheng Rural Commercial Bank along with correlative conservation measures, based on the characteristics of Yizheng Rural Commercial Bank and the theories of brands of commercial banks.The research of the Yizheng Rural Commercial Bank will focus on four parts as follows: Firstly, we will study the situation and current relative problems in the brand building of Yizheng Rural Commercial Bank through real investigation. We will concentrate on the brand design, brand target, brand product, brand culture and brand maintenance. Those will help us learn a lot about the current brand situation of the Yizheng Rural Commercial Bank, thus leading us finding the main difficulty for brand construction based on the actual shape analysis and summary. Secondly, we will analyze the rural commercial bank competition environment with the help of many tools such as macro analysis, micro analysis and SWOT models to make sense of market environment’s advantages, weaknesses, opportunities and threats which the Yizheng Rural Commercial Bank is always doing with. By this means, we can confirm the bank’s brand competition environment from a full view. This will help us make the right decision towards different issues and work out the appropriate development strategy of the brand construction from a view of actual situation. Thirdly, we will put forward a method of brand building program in accordance with the Yizheng Rural Commercial Bank based on the brand theories including brand image recognition (CIS), brand positioning, integrated brand communication, brand protection, brand promotion and so on. We will present a design plan with practical significance, guiding the brand strategy implementation of the Yizheng Rural Commercial Bank. Fourthly, according to the present situation of the Yizheng Rural Commercial Bank’s brand building, we will design its conservative methods. By case study, we will put forward many methods for the brand construction’s safeguard measures according to the bank’s current situation from many points of view such as strengthening the brand consciousness, providing organizational guarantee, enriching the cultural connotation of the brand, establishing the crisis public relations and so on, making the brand construction much more effective and orderly.