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Brands & Branding and Private Labels Case Study

Case Title:

Bank of America: Brand Positioning Strategies

Publication Year : 2007

Authors: Jayesh Patel, Joel Sarosh Thadamalla

Industry: Banking, Insurance and Financial Services


Case Code: BBP0083A

Teaching Note: Available

Structured Assignment: Available

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Bank of America, leader in overall Small Business Administration (SBA) lender in the U.S., with clients in 175 countries and associated with 98 percent of the U.S. Fortune 500 companies, announced “Bank of Opportunity” new brand positioning theme supported by many initiatives like mix of national and local television, radio, print, online and outdoor advertising, as well as major charitable grants. The Case details Bank of America’s initiatives and ends on the debate whether Bank of America would be able to communicate effectively the underlying theme of ‘Bank of Opportunity”? Would this brand positioning campaign really take off?

Pedagogical Objectives:

  • The Case aims at understanding the brand building exercise undertaken by Bank of America
  • The Case also aims to discuss the concepts of branding, creation of brand, types of branding, communication barriers, different media used in communication, their reach and impact on the target segment.

Keywords : Branding Strategies, Bank of Opportunity, Communication Barriers, Use of Media Platforms, Brands & Branding Case Study, Target Segment, Impact and Reach of Media, Creation of a Brand, Positioning Strategies, Small Business Administration, Advertising, Brand Positioning, Corporate Branding, Brand Building

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