Brand Corp Bank to get a face lift

<div class="section1"><div class="Normal"><span style="" font-family:="" arial="" font-size:="">BANGALORE: Three years after going in for a brand revamp with new colours and logos, Corporation Bank is ready for another one. This time, the bank is taking the help of management consultant, Boston Consultants, to improve its brand equity.</span><br /><br /><span style="" font-family:="" arial="" font-size:="">"We have launched a number of products and have even changed our corporate colour to green and yellow.We want to position our bank as a strong brand and hence have asked for the help of consultants" says bank''s chairman and managing director, K.Cherian Varghese.</span><br /><br /><span style="" font-family:="" arial="" font-size:="">Branding has never been considered a serious issue in the Indian banking sector with very few banks focussing on branding their products. Most banks have preferred to name their products after the bank. Corporation Bank''s home loan product, for instance, is branded as Corphome with very little branding effort. One of the exceptions in the industry was Suvidha, the retail savings product of Citi Bank, which can be labelled as a successful brand.</span><br /><br /><span style="" font-family:="" arial="" font-size:="">While it is not very clear whether Corporation Bank too wants to go Suvidha way in its branding exercise, the bank, however, is keen on repositioning its brand in the crowded banking industry. Cherian says there would definitely be lot of changes in the branding exercise.</span><br /><br /><span style="" font-family:="" arial="" font-size:="">It''s not just the brand which is undergoing a change at Corp Bank but the entire marketing strategy. The bank is now keen on targeting the younger population in the age group of 25-35. The bank''s recent home loan campaign particularly focusses on borrowers below the age group of 35 with step up loan repayment facility. "That''s the time people struggle to invest in property due to lack of funds and we want to focus on this segment" says Cherian.</span></div> </div>