Green Banking: A Service Product Innovation In Brand Image Enhancement Through The Marketing Mix

Energy crisis and environmental phenomena such as climate change, natural disasters and global warming affect many countries. These are caused by the excessive exploitation of natural resources resulting in environmental damage. Economic growth and industrial activities are blamed for contributing to the problems. As a financial institution, Bank has an important role in addressing some of these phenomena with Green Banking by giving priority to the sustainability development in its business practices. The application of Green Banking can ultimately generate the output of operating cost efficiency, competitive advantage, corporate identity and a strong brand image as well as the achievement of a balanced business target. This paper is aimed at illustrating the application of Green Banking as one of the product innovations in banking services such as the reduced wastage of papers and energy through net banking approach, online bill system, e-statements registration and any service activity directly perceived by costumers. Green Banking application is expected to improve the brand image in the mind of customers by the proper implementation of the marketing mix. It is because marketing mix is a tool or strategy undertaken by the organization in creating, communicating, and delivering value to customers. This research is a qualitative and descriptive research using literature study as the method of analysis. The results of this paper are intended especially for banking organizations to enhance their brand image as a positioning strategy by concerning about the environment