| Abstract: | Marketing practices play a critical role in building brand image of the companies. The study is
conducted to determine the impact of marketing mix practices on building brand image,
specifically for the Addis International Bank in Addis Ababa. A convenience sample technique
was used in December 2023 to conduct a survey of 385 bank clients. The obtained data was
evaluated using the frequency distribution, mean, standard deviation, Pearson's correlation
analysis, multiple regression technique, and reliability test. The results show that marketing
practices affect the brand image of service-oriented businesses like banks in the same way that
they do for soft products customers. Additionally, the results showed that the marketing practices
for banks-distribution and layout, technology and service excellence, price and promotion, and
product-have a strong correlation and the greatest influence on predicting the brand image of
Addis International Bank in Addis Ababa. But in contrast to what we anticipated, the brand
aspect has not been able to guarantee a statistically meaningful impact on brand image. The
results hold significant implications for bank executives, as they can serve as a foundation for
developing future banking tactics. This research also helps to close the gap in the literature and
resolve the debates around branding and marketing practices. The study's findings on product,
price, promotion, distribution, layout, technology, and service excellence show a positive
perception, exceeding the cutoff mark. In order to meet the needs of the target market and the
current status of the business, bank management should create an effective marketing plan that
takes into account product, pricing, promotion, distribution, layout, technology, and customer
service. Skilled personnel and focused promotional efforts should also be used. |
