International journal Of Business Management Analysis of Indian Financial Service Industry: A Study of Marketing Challenges

Charu Thakral
The financial service sector plays a significant role in continues economic growth of every nation. The forces of deregulation, advancing technology and general trend towards globalization have vastly increased the competitive pressures within the financial services market that has in turn affected both the structure and operation of financial service providing firms like banks. So, this increased competition has made financial companies to work on marketing and branding of their respective
more » ... nization. The branding activity in financial sector focuses on individual branding which deals with particular financial product and collective branding of whole organization. Brand identity is an important marketing factor which facilitates product identification at the market place. This paper represents various strategic issues and new challenges associated with marketing and branding in financial sector.