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
