Image in Retail Banking

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Abstract
The image that a bank has in the consumer's mind is the most important type of branding that it can offer and should be the central component within any marketing strategy. Consumer attitudes have been modified by two principal factors — the wider range of services offered means that banks are in the public eye more often, and have changed perceptions about money and financial institutions, and the process of social change is contributing to changed perceptions and expectations from service organisations. There are four interconnecting aspects in developing a corporate image that will make the bank more recognisable and stronger and communicate with the public — corporate identity, public relations, advertising and delivery systems (promotion).

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