[Brand identity within international banking and culture]

by

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

Abstract

A brand consists of more parts than the visible features for example names and logotypes. No matter in what industry a company is acting the brand in itself determines if the company will succeed or not. A thriving brand is exceedingly hard to copy since two precisely alike brands do not exist. With a powerful brand you conceive affirmative associations and pattern emotional relationships with customers. The purpose with this paper was to enquire how banks in the European market explain their brand identity and how they use their brand identity when positioning themselves. Furthermore the authors have enquired the dissimilarities in that matter between two of the leading banks in Europe. This was done through a relative case study with HSBC which is one of the leading banks in the European market. A qualitative method has been utilised to this thesis and in-depth interviews have been undertook to assemble information that was apt for our stated problem. The results showed that HSBC Bank explain their brand identity as asserted by the distinct facets that the theory states and they realise the significance of brand identity. When building brand identity it is significant to be cognizant of the distinct parts that the brand identity consists of. Both banks trial to evolve the distinct parts of the brand identity but there are dissimilarities in the allowance of assets they put in each part. When positioning themselves, HSBC Bank is responding the inquiries in the theory in relative to positioning and positioning a brand. The theory suggests that the core identities are the foundation when positioning and HSBC Bank is well cognizant of their core identities and they are utilising them when positioning their brand.

Table of Contents

CHAPTER 1: INTRODUCTION6

1.1 Background6

1.2 About HSBC Bank7

1.3 Aims and Objectives8

1.4 Research questions8

CHAPTER 2: LITERATURE REVIEW10

2.1 Brand definition10

2.2 Brand identity11

2.2.1 Identity and Image12

2.3 Building Brand Identity13

2.3.1 Core Identity & Extended Identity13

2.3.1.1 Core Identity13

2.3.1.2 Extended Identity14

2.3.2 Sources of Identity14

2.3.2.1 Product14

2.3.2.2 Organisation15

2.3.2.3 Person15

2.3.2.4 Symbol16

2.3.3 Kapferer's Identity Prism16

2.3.3.1 Picture of sender and recipient17

2.3.3.2 Relation between sender and recipient18

2.4 Positioning18

2.4.1 Positioning Strategy19

2.4.2 Positioning a Brand20

2.4.2.1 Brand Pyramid21

CHAPTER 3: RESEARCH METHODOLOGY23

3.1 Research Design23

3.2 Literature Search23

3.2.1 Qualitative approach23

3.2.2 Case study24

3.2.2.1 Sample choice25

3.2.3 Data collection25

3.2.3.1 Primary Data26

3.2.3.2 Secondary Data29

3.2.4 Reliability and Validity29

3.2.5 Data presentation and analysis30

4.1 Interviews with HSBC32

4.1.1 Brand identity32

4.1.2 Building brand identity35

4.1.3 Positioning36

CHAPTER 5: ANALYSIS38

5.1. Kapferer's six questions39

5. 2 Building brand identity40

5.3 Positioning41

CHAPTER 6: CONCLUSIONS43

REFERENCES44

APPENDIX I46

APPENDIX II49

APPENDIX III51

Chapter 1: Introduction

1.1 Background

Nowadays branding is the most significant aspect among companies activities. No matter if the company is a bank or a ...