QUESTION 2

Moonlight Bank Ghana is currently facing keen competition. As the lead marketing consultant, you have been tasked to develop a new product for a particular target market. From a marketing perspective, new product development refers to the complete process of bringing a new product to the market. Discuss the steps you will consider in developing the new product for it to be successful in this competitive Ghanaian banking industry. You also believe that a good brand creates structure in the minds of your consumers; hence discuss extensively how branding can be used to create strong, unique and favourable associations in the minds of your customers, five importance each of branding to your customers and your institution. In addition, with relevant examples discuss how the use of brand names, slogans, product strategies, pricing strategies, promotional strategies and celebrity endorsement each can contribute to building and enhancing brand equity within the financial service industry