Providing a model for brand strength in banking industry using yazd city banks

Abstract

Brand is one of the most valuable assets of the organization invested and developed over time, creating competitive power for organizations, and allowing organizations to create long-lasting relationships with their customers. A strong brand name helps businesses differentiate themselves in the marketplace and explain why their products and services are capable of meeting customer needs in a unique way. Commercial-service naming has become an important issue in recent years for marketing experts and scholars. The research aims to provide a model for brand strength in the banking industry. The present research seeks to develop and test a model in the area of brand services. A web-based survey was undertaken to collect data from the sample of 194 customers of Yazd city bank. The results indicate that brand evidences have direct impact on a brand association and attitude toward the brand. Also, hearing of a brand has direct impact on a brand’s evidence and attitude toward the brand. Attitude toward a brand has direct impact on brand strength.

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