Investigation of Financial Graft on Bank Saderat Brand Equity in Customer View

Mental image of a brand effects on the customer behavior relative to that brand, such that special value of organization brand is effected by organization ability to evaluate this fact that how do customers interpret brand image. This image of brand from customer,s view in banking industry has more importance because its competitive medium, strategic role of banks and so on. In this direction, this study has investigated special value of brand of Saderat Bank, by helping special value model of Aker brand(1991)and it has explored brand situation of this bank, before and after recent abusing and also this study has studied rating of Saderat bank special value of brand according to recent abusing effect on this bank brand. The results of this study indicate that recent financial abusing effects on all dimension of special value model of Aker brand (suchas awareness of brand, perceptual quality of brand, brand dependency to brand, the behavior of brand market and loyalty to brand), such that accerding to performed evaluation, special value of brand of Saderat Bank has been reduced in all of dimensions from customers view . Loyalty dimension has accepted the most effect from brand and dependency to brand.