Pricing and Branding of Financial Products: The Road Ahead

In today’s economic scene the strategy and technique of pricing and branding of products and services have become significant marketing strategies for banks in India. In fact, under deregulation and globalization it has not only become a necessity but also provided an opportunity to banks to develop appropriate pricing and branding policy to optimize their business and revenue. It has, therefore, become necessary for banks to develop the necessary expertise and technology to help build pricing and branding models for their products and services. An effort has been made in this book to provide methodological processes, current scenario and the road ahead for banks to develop pricing and branding of their name, products and services. The book is, therefore, not only of topical interest but also highly significant as it provides a new base to build and adopt a strategy that has not been in practice at least in developing countries, if not in developed countries. In fact it is expected that this book would help develop a sophisticated pricing-branding strategy by banks to provide competitive edge to counter successfully growing intensity of competition. It would help executives build the necessary expertise and also upgrade their technology in line with advanced countries. No doubt, these ways only banks can attain the much sought-after competitive edge to survive and counter the growing competition arising from globalization and liberalization of economy.