Corporate branding and its impact on customer buying process in retail banking industry: Case of HSBC in Vietnam
Abstract
The purpose of this paper is to study the corporate branding of HSBC and its impact on
retail customers. Findings include five steps that HSBC strictly follows to build its brand:
position, create brand awareness, build a brand meaning, take care of customer brand
responses and enhance brand relationship. Moreover, it expresses the importance of
consistency in connecting these steps to create a unique brand. Four reasons explaining
why the corporate branding affects customers are also found, proving that branding really
brings many advantages to banks including customer preference and loyalty.