Internship Report on Brand Positioning of Trust Bank PLC

Abstract

This report is designed to provide readers with a practical insight into the creation of brand equity and the development of brand positioning as a marketing tool for thriving in today’s highly competitive market. For this report, I have been associated with one of the leading banks in Bangladesh, Trust Bank PLC. The report begins by offering readers a brief overview of the history and background of Trust Bank PLC, including its current position in the banking sector. Following this, the report delves into the bank's operations within the local context, focusing on its presence and impact in Bangladesh. In the fourth chapter, I share my experiences and job responsibilities as an intern at Trust Bank PLC. This chapter is followed by a detailed analysis of the bank’s branding strategies, with a particular emphasis on how the bank positions itself in the competitive market. The report provides insights into how Trust Bank PLC presents its image in a competitive corporate world, where every institution is vying for a share of the market. Additionally, I have conducted extensive research on the bank’s branding strategies, including SWOT analysis, industry analysis, competitor analysis, and branding tactics, to provide a comprehensive understanding of how the bank has built its brand image. These analyses help shed light on how Trust Bank PLC is viewed by local consumers and the factors influencing their brand perception. Creating a strong brand image in the minds of consumers is crucial when alternatives and competitors abound. This report evaluates how well Trust Bank PLC has managed to establish a distinctive position in the market and assesses whether it has succeeded in creating a lasting impression in the minds of its customers. Finally, the report concludes by exploring whether Trust Bank PLC has successfully built a strong brand image and whether local consumers prefer the bank over its competitors. If so, the key question remains: why do consumers choose Trust Bank PLC over others in the market?