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‘Size And Scale, Flexibility And Adaptability Make Sbi A Global Brand'
IMPACT
|July 29, 2018
Continuing our series on ‘How to Build Global Brands from India’, we talk to Dinesh Menon, Chief Marketing Officer, State Bank of India, who tells us how SBI has kept pace with the changing times in order to appeal to Indian consumers as well as a wide and growing overseas diaspora. He also talks about what it takes for a home-grown brand to go global and opportunities for young Indian brands to make it big outside the country
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With origins dating back to 1806, the State Bank of India (SBI) is the oldest bank in India, apart from being the largest public sector bank today. It also ranked 217th on the Fortune Global 500 list of the world’s biggest corporations of 2017, with overseas operations in key geographies worldwide. According to Dinesh Menon, Chief Marketing Officer, State Bank of India, some of the key attributes which make SBI a global brand are its size and scale, legacy and solidity, range of products and services, distribution strength, local understanding and business performance. “Global environments demand that a brand be both, formidable to weather any storm as well as flexible to be able to adapt easily to local regulations, and at the same time, relevant to customer segments in various geographies. Secondly, it helps immensely if the brand has an impressive record or image in the home country,” says
Diese Geschichte stammt aus der July 29, 2018-Ausgabe von IMPACT.
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