BRAND EFFECTIVENESS: A STUDY ON EASTERN BANK LIMITED

Abstract

A brand for a company is like a reputation for a person. Concluding statement in the beginning. This study identifies Eastern Bank Limited (EBL) as a brand and critically evaluates different aspects. Understandably, EBL performs the brand-related activities with some definitive objectives. By investigating the branding activities of one of the customer preferred banks in Bangladesh, it addresses the observations of the existing and probable clients. The research dissects the bank in question from branding point of view and recommends the area of look-out in course of time. The study reveals that over time EBL has been financially benefited through its effective brand management. The findings of this study suggest that EBL should hold its esteem and go for more constructive improvement areas which will pave the way of attaining supremacy among its peers in Bangladesh.