This paper “Product and Brand Management in Barclays Bank” analyzes the development of brand identity, which is based on customer analysis, competitor analysis, and self-analysis. The Barclays brand has two business groups: the Corporate and Investment Banking…
In terms of relative performance with in a market, a brands positioning can reflect a battle for the customers mind (Lilien, Rangaswamy & De Bryun, 2013, p. 99). By providing the customers services and products in retail banking the position of the Barclays bank in consumers mind is significant. This brings the competitive advantage to bank as more customers prioritize the Barclays bank for their personal and corporate requirements. The business process leads in the chosen markets of this organization and besides this they have culture based high performance and behavioural excellence. By this positioning strategy the organizations ideology of business, its capabilities to serve the customers, satisfaction of consumers and stake holders and ability to sustain in the competitive environment and making services and products of competitive advantage is efficiently possible.Strategies are the future actions plans that are to be implemented in accomplishments of goals and objectives of an organization. Positioning strategies are evolved when they are several well defined competitors are present with fairly unambiguous images (Stevens et al., 1997, p. 159)In the analysis it is found that the Barclays Bank has potential future positioning options which place the organization in the top position. There are two options which can be focused for the brands within the retail banking.The business process leads in the chosen markets of this organization and besides this they have culture based high performance and behavioural excellence. By this positioning strategy the organizations ideology of business, its capabilities to serve the customers, satisfaction of consumers and stake holders and ability to sustain in the competitive environment and making services and products of competitive advantage is efficiently possible. ...
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