Value proposition of banking brands in India

Abstract

One of the simpler and more practical brand related constructs is a brand's value proposition. A brand's value proposition can be defined as the sum of functional, emotional and self-expressive benefits offered by a brand (Aaker, 1996) [1]. This paper postulates that the value proposition of the banking brands in the West is different from that in India. It hypothesizes that while foreign banks in India are chosen overridingly for self-expressive benefits, private Indian banks are chosen for functional benefits and public sector Indian banks for emotional benefits.