Brand perception of corporate credit clients of Standard Chartered Bank

Abstract

This report is designed to provide the readers with a practical insight of Brand perception of Corporate Credit Clients. For this report, I have been associated with one of the most renowned multinational banks in the world Standard Chartered Bank. This report begins with giving the readers an insight on the history and existence of Standard Chartered Bank and its current standings. Following that the report continues on introducing the Bank (SCB), however this time in a local context, talking about its existence in Bangladesh. Post introductions, the second chapter consists of my experiences and job responsibilities as an intern at SCB. Subsequently, I have completed an extensive research on their branding and Clients’ brand perception of the marketing sector to provide the readers on an insight on how their most important image is being portrayed in this massively competitive corporate world where every player is fighting a war to get a slice of the cake. To prepare this paper, I had to go through about twenty to twenty five articles in EBSCOhost, to gain a clear idea about brand perception, corporate credit clients, and their perception towards brand in question of financial institutions. Some of the clients also gave time for a short interview and disclosed their perception regarding choosing brand. It was found that most of the clients have a positive impression towards the brand SCB. Having international recognition, huge amount to take as loan, high liquidity of cash, availability of ATM booths in most of the cities have created a good brand image of SCB to the client.