The Role of Product Branding vs. Corporate Branding in the Acquisition of Rbtt Bank’s Consumer Credit Customers

THE ROLE OF PRODUCT BRANDING vs. CORPORATE BRANDING IN THE ACQUISITION OF RBTT BANK’S CONSUMER CREDIT CUSTOMERS

STEVE WICKHAM

2008

EXECUTIVE SUMMARY

RBTT Bank Limited has been through a number of name changes and rebranding exercise. In the same period, they have introduced a number of loan and credit card products into the marketplace. To ensure the association of the brand and various values and attributes, corporate image advertising has been used. To profile the products and build demand, product advertising has been developed and deployed over the course of time.

The practicum presents the findings of research into the importance of corporate brand in retail customers’ selection of RBTT Bank for credit products, the importance of RBTT’s product advertising, the effectiveness of RBTT Bank’s corporate brand and product advertising and discovering if a relationship exists between the product advertising carried out and the corporate brand image the Bank is seeking to cultivate.

The results of the literature and study suggest it is important to blend the mix of corporate image advertising and product advertising. There needs to be continuity in the advertising messages as it would promote increased recall, aid in persuading customers to choose the institution, form positive attitudes and opinions and influence sales, financial and market share results.

INTRODUCTION

RBTT Bank Limited is a subsidiary of the RBTT Financial Holdings Group. It is one of the oldest financial institutions in Trinidad and Tobago, a history that goes back just over one hundred (100) years. This organization began in Trinidad as the Port of Spain branch of the Union Bank of Halifax in 1902, and in 1910 when the operations of the Canadian parent was bought by the Royal Bank of Canada, the Port of Spain branch also changed hands

In 1971, the Royal Bank of Trinidad and Tobago Royal Bank of Trinidad and Tobago was incorporated as a local bank in 1971 and took over the...