Library Publications Role of Branding to Promote E/M-Banking Products & Services (3/5)

Role of Branding to Promote E/M-Banking Products & Services (3/5)

05 Oct 2011 1127
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This note discusses the first element of MicroSave's Strategic Marketing Framework, i.e., "Corporate Brand Strategy" as applied to e/m-banking context. This note examines the role that branding can play in promoting e/m-banking products and services to the un-banked and under-banked. It discusses how e/m-banking providers create a brand (in most cases leverage an established brand such as that of an MNO or bank) and corporate identity, and then communicate it internally as well as externally through marketing/promotions and public relations.

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