Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2016. / By virtue of existence, a brand has a history, and probably an envisaged future. Collectively
these variables are understood to be central to a brand’s identity formulation. However, there
are various other elements that may inform brand identity construction. This study
investigated brand identity formulation of a bank brand in the South African banking sector.
In essence, the current study probed variables or elements that inform brand identity
formulation, in this service oriented sector. It is understood that individual human identities
can collectively influence the formulation of an institution’s brand identity, among other
factors. Therefore, a question arises whether academic brand identity theory and practice are
congruent in service sectors, particularly the South African banking sector. Dominated by few
major banks, the South African banking sector is characterised by an oligopolistic market
structure, where services provided are seen to be generic. Hence, the current inquiry on the
practice (or lack thereof) of brand identity theory for differentiation, and distinction purposes.
In this regard, Nedbank was used as a reference institution. In essence, Nedbank brand
identity was investigated.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:cput/oai:localhost:20.500.11838/2435 |
| Date | January 2016 |
| Creators | Zwakala, Kuhle Mkanyiseli |
| Contributors | Steenkamp, Pieter, Haydam, Norbert |
| Publisher | Cape Peninsula University of Technology |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Rights | http://creativecommons.org/licenses/by-nc-sa/3.0/za/ |
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