AI SearchBrand development in service industry : (Record no. 13251)
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| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20260817171716.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 050204s2003 th u|m rtt 0| a1eng d |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | .b11954449 |
| 099 #9 - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | AIT RSPR no.SM-03-104 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Chudasama, Purvi |
| 245 10 - TITLE STATEMENT | |
| Title | Brand development in service industry : |
| Remainder of title | a case study of Siam Commercial Bank in Thailand |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Pathum Thani, Thailand : |
| Name of publisher, distributor, etc. | Asian Institute of Technology, |
| Date of publication, distribution, etc. | 2003 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 73, [4] leaves |
| 490 1# - SERIES STATEMENT | |
| Series statement | Research studies project report ; |
| Volume/sequential designation | no. SM-03-104 |
| 500 ## - GENERAL NOTE | |
| General note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Research report (M.Sc.) - Asian Institute of Technology, 2003 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The Thai banking sector has become highly competitive due to the deregulation, technological changes, and entry of non-financial companies in the market with highly innovative product. Therefore building and managing strong brands can help the service firms to differentiate. Brand reputation is a largest single intangible asset for companies. What sets the market leader apart from the others is the promise of performance, and meeting the expectations of the consumer. This research study is done as a case study of service branding on the Siam Commercial bank (SCB) one of the fourth largest bank and widely recognized bank in Thailand. Today the banks and financial services are poorly differentiated. Only few customers were able to describe how one provider differed from another. Though SCB has a wide recognition that is not sufficient condition in today's highly competitive environment. SCB needs to develop a favorable brand image. For this research study Keller's framework of Customer Based Brand Equity Model is applied to analyze branding strategies of SCB. A brand audit is conducted to analyze the Brand Inventory and Brand Exploratory. Brand Identity of SCB involves the analysis of entire brand identity tools that SCB uses to convey its brand promise to its customers. Brand Exploratory is the analysis of the customer's perception towards the SCB Brand. The results from the analysis would help to identify the gap between SCB's Brand identity and the Brand image. Finally recommendations are made in order to enhance the SCB Brand strength. |
| 610 20 - SUBJECT ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Siam Commercial Bank |
| General subdivision | Name |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Business names |
| Geographic subdivision | Thailand |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Truong, Quang, |
| Relator term | Chairperson |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Tang, John C.S., |
| Relator term | Examination Committee |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Dimmitt, Nicholas J., |
| Relator term | Examination Committee |
| 810 2# - SERIES ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | Asian Institute of Technology. |
| Title of a work | Research studies project report ; |
| Volume/sequential designation | no. SM-03-104 |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Full-Text |
| Uniform Resource Identifier | <a href="http://203.159.5.9/ait-thesis/detail.php?q=B08243">http://203.159.5.9/ait-thesis/detail.php?q=B08243</a> |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) | |
| a | .b11954449 |
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| a | 240708 |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| Operator's initials, OID (RLIN) | 0 |
| Cataloger's initials, CIN (RLIN) | 050204 |
| First date, FD (RLIN) | m |
| -- | a |
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| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnait |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnait |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnarc |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnarc |
| 945 ## - LOCAL PROCESSING INFORMATION (OCLC) | |
| l | mnarc |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 20-AIT Publication |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | 40-Archives |
| 909 ## - LOCAL ITEMS USED | |
| Barcode | Barcode : 30050120666150 |
| CREATED | CREATED : 2005-04-02 |
| RECORD Id | RECORD # : i12436562 |
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| Barcode | Barcode : 30050120666143 |
| CREATED | CREATED : 2005-04-02 |
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| Barcode | Barcode : 30050120302715 |
| CREATED | CREATED : 2016-05-26 |
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| Barcode | Barcode : 30050120912604 |
| CREATED | CREATED : 2020-04-02 |
| RECORD Id | RECORD # : i13256403 |
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| Barcode | Barcode : 30050120906358 |
| CREATED | CREATED : 2020-10-02 |
| RECORD Id | RECORD # : i13258382 |
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| Withdrawn status | Lost status | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Cost, normal purchase price | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | 50.00 | AIT RSPR no.SM-03-104 | 30050120666150 | 17/08/2026 | 1 | 17/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | AIT Publications | 17/08/2026 | 50.00 | AIT RSPR no.SM-03-104 | 30050120666143 | 17/08/2026 | 2 | 17/08/2026 | 20-AIT Publication | ||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-03-104 | 30050120302715 | 17/08/2026 | 1 | 17/08/2026 | 40-Archives | |||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-03-104 | 30050120912604 | 17/08/2026 | 3 | 17/08/2026 | 20-AIT Publication | |||||
| Available for Loans | Asian Institute of Technology Library | Asian Institute of Technology Library | Archives | 17/08/2026 | AIT RSPR no.SM-03-104 | 30050120906358 | 17/08/2026 | 4 | 17/08/2026 | 20-AIT Publication |