Green Banking Concept As A Positioning Strategy To Gain Brand Image

DOI

10.2991/iceb-15.2015.3How to use a DOI?

Keywords

positioning, brand image, green banking

Abstract

The awareness of environmental preservation is the duty of every human being. In the current business world, all speaks about the concept of green. This paper is aimed at describing the concept of green banking as a positioning strategy to improve the brand image of the company (bank) itself. The method used is a descriptive empirical method. There are lots of strategies undertaken by companies to strengthen their brands. All the things performed by those companies are strategies to strengthen their brands. It is related to the positioning and its positive impact on brand image. Here, the concept of green can be regarded as a "seasoning" to accompany the corporate strategy which is expected to strengthen brand image. This concept is not merely a social activity as a whole, but it leads more to strengthen the positive image obtained by the company. Brand image can be improved. The brand image of a company may improve and its possible positive consequence is that the brand can be the top of mind for customers. Nowadays, customers should be appreciated even more, meaning that their “value” must be raised. This can be used as a guide for companies using the concept of green in their strategies

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Mohamad Hadi Prasetyo
PY  - 2015/05
DA  - 2015/05
TI  - Green Banking Concept As A Positioning Strategy To Gain Brand Image
BT  - Proceedings of the International Conference on Economics and Banking 2015
PB  - Atlantis Press
SP  - 13
EP  - 17
SN  - 2352-5428
UR  - https://doi.org/10.2991/iceb-15.2015.3
DO  - 10.2991/iceb-15.2015.3
ID  - Prasetyo2015/05
ER  -