ABSTRACT

Bank of Baroda has an intriguing history with its origins in Gujarat. It is the one and only public sector bank to have emerged from Gujarat and survived through banking sector turbulences. From a bank that had started with a vision to provide services to the public at large and the citizens of Baroda state in Gujarat to a bank that got nationalized in 1969 to the bank with which Dena bank and Vijaya bank have now been merged, it is one of the PSBs to have undergone maximum number transformations and transitions since inception and yet to have arisen as the rising sun. This paper starts with a discussion on the history and evolution of the Bank of Baroda. It further classifies the significant branding initiatives of the Bank of Baroda into three main categories – customer-centric initiatives, business-centric initiatives and brand-building initiatives through advertising, branding and promotion depending upon the nature of initiative taken by the bank based on the data and information available about the bank and its branding initiatives in the public domain. We categorize the technology-enabled initiatives also under the above mentioned categories respectively depending upon the use of technology as a platform by the bank brand to support the respective initiative.

Keywords: History, Evolution, Bank of Baroda, Branding