Research On The Brand Impression Explore And Improvement Strategies For X Bank

As competition is continuing intensifying,the banking industry also trends to focus on transformation and upgrading.It’s a common trend to change from low-level competition with high-quality basic products and services as the core,to high-level competition with brand unique image as the core.Nevertheless,there is a big problem that has been puzzling the banking industry,that is,how to construct the brand image perception with customers’ identification and form the core competitiveness of banks.In addition,this problem is particularly serious for the city commercial banks which lack brand resources.Against the background,this thesis conducts out a research on the brand image perception from consumers and internal employees perspectives with bank X(City Commercial Bank)as the research object,so as to offer suggestions for its(similar commercial banks)decision-making of brand image construction.The paper is divided into six parts.The first part is the introduction,which includes the background,significance,main ideas and methodology of the innovation.The second part is the literature review,which mainly introduces the research theories and methods related to the brand image.The third part introduces the brand resources and brand strategy of Commercial Banks.The fourth part adopts Biel Theory to investigate the brand image perception of X Bank.The survey sample is mainly came from the internal employees and customers.The purpose is to study whether there is a difference between the internal and external perception.The respondent objects were also divided into two parts,commercial bank and main competitors,in order to find reference points for comparison.The fifth part is the analysis and interpretation of the survey results.The interpretation is compared and analyzed from two aspects(the subject and the object of perception respectively),as revealed in the following tables.The subject of perception includes internal employees(internal customers)and external customers,and the object of perception includes Commercial Banks and competitors.The main purpose of such differentiation is to conduct better comparative research in order to find the sources of image perception differences and provide detailed and reliable data support for the suggestions.Finally,the sixth part of this article will base on the analysis results on how to improve the brand image perception of X Bank.