BRAND STRENGTHENING MODEL FOR THE BANKING INDUSTRY: A CASE OF PAKISTAN

The brand is valuable for any organisation worldwide because it has invested in it over time. Brands are created after years of struggle from all the organisation's stakeholders. A strong brand is the only for an organisation to distinguish itself from its competitors in the market. The worth of the brand helps the organisation attract customers more easily than its competitors. This study has been conducted to formulate a brand-strengthening model for the banking industry in Pakistan. In the research, five hypotheses related to brand strengthening were tested with the help of data collected through questionnaires from over a hundred banking customers in Karachi, Pakistan. The study's results were conducted with the help of PLS-SEM 4 and statistical software, and the results showed that the brand evidence, hearing, association and attitude towards the brand positively impacted brand strengthening.