After
amalgamation of Dena Bank & Vijaya Bank with Bank of Baroda, an official
campaign has launched on TVC, OOH, Print & Digital across all the major
regional languages which is conveying message the strength of 3 banks amongst
the banking industry. The campaign is being promoted by Hashtag #Powerof3 which
becomes now core strength of Bank of Baroda.
An excellent
campaign with branding concept, precisely communicating message to the audience
and a very influential performed by children on stage which is representing the
brand strength towards audience.
Branding
after Merger: Common & Significant Communication -
Bank of
Baroda campaign is one of the good example of real branding like others brand
campaign. Today, many big marketers are expecting the sales conversion from
branding but Branding is just n just only for an ‘Awareness’ which is playing
supportive role to convey your brand message. Hence, it is vital to sustain
the balance between brand message & realistic brand image. Because only
an effective branding can not build brand equity & loyalty, it gains only
through consumer’s satisfaction which provides a dynamic brand experience.
According to
current market trend, after amalgamation/merger of any brand: The biggest
challenge is that How will create strategic brand communication- execution AND what
things should be required to highlight. In such case, you will find in the campaign :
The utmost common
thing is that brand is representing their strength in the form of advance
features, technology & network along with conveying message of ‘now become much
better & stronger’. But you will rarely
find in the campaign: The utmost significant thing is that ‘to provide
committed on-time services & support to consumers on realistic way after
merger in order to gain strong brand loyalty’. In case of merger/acquisition, if
brand campaign is representing with realistic service-support message, it can
give an extreme impact. Subsequently, it must be needed to execute to end-users
as committed in the campaign.
Looking into
the current banking industry circumstances, Bank of Baroda has strong opportunity
to compete against rivals by taking the advantage of #Powerof3. Service &
after sales-service is core priority in any industry and it would give a
dynamic impact if do branding of services which are providing really.
