To Study the Perception of Rebranding in the Banking Sector (With Special Reference to Ahmedabad Region)

Abstract

In last five years, trend of rebranding is emerging in our Indian banking industry. In this report, we will see the impact of rebranding in the Indian banking sector. It explains the reasons, issues and traps of rebranding in four banks - Bank of Baroda, Canara Bank, UTI Bank, Union Bank. The main objectives of this research paper are as follows: • To determine the reasons for need of rebranding of banks • To determine the perception of rebranding on the customers'&employees' towards the same bank. A sample size of 200 was selected, which was bifurcated into 100 bank employees and 100 bank customers. In all 100 employees (25 each from 4 banks) and 100 customers (25 each from 4 banks) were surveyed with the help of close ended questionnaires. The method used to select samples was convenience sampling. From the analysis of the response, it can be concluded that there is negative impact of high cost of rebranding and increase in work pressure on employees. But there is positive impact of rebranding like increase in sales and footfalls in banks as well as attracting young generation.