Brand Rebuilding – A Tedious Task and High Cost Affair: Special Reference to Central Bank of India Sopore Jammu & Kashmir (J & K)

Abstract

Brands are one of the most intangible assets of an organization. Banking sector is unique as the organization in itself is a brand and this way pushes itself through. This paper attempts to find the present standing of the brand, Central Bank of India (CBI), in the market along with the scope of brand rebuilding. The results came on expected lines. The market standing of the brand is very poor citing closing as the main factor, which calls for rebuilding. The brand rebuilding is however a very uphill task for the bank and involves substantial cost.

Keywords. Brand rebuilding, Intangible assets.