A Synthesis of Brand Awareness in Kerala’s Commercial Banks: Assessing the Effect of Demographic profile of customers and Organisational Attributes
DOI:
https://doi.org/10.31305/rrijm.2026.CI.v11.n06.009Keywords:
Brand awareness, Customer Perception, Demographic Profile, Organisational AttributesAbstract
In the modern financial landscape, to differentiate banks effective strategic brand management is crucial to maintain a competitive edge in saturated markets. This study examines brand awareness in Kerala's commercial banking sector, focusing on customer perceptions. Through a cross-comparison analysis of demographic variables and organizational attributes, the research reveals that Kerala’s banks have a satisfactory level of brand knowledge and there is significant potential to enhance loyalty. The perception of brand equity varies with demographic profiles and organizational attributes, highlighting the need for financial institutions to adopt targeted, demographic-specific branding strategies to improve market effectiveness.
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