2025, Vol. 8, Issue 2

author(s)
Anjali Srivastava and Animesh Sarkar

abstract
This study looks at how branding affects how reliable people are when it comes to financial products, with an emphasis on the city of Ranchi. Branding has become a very important aspect in building trust with customers, especially in the financial sector where people need to feel more secure about things that aren't physical. This study looks at how brand identity, brand reputation, and brand loyalty affect people's trust and choices when they choose financial products like insurance policies, banking services, and investment plans. We used a systematic questionnaire to gather information from 200 people of different ages, genders, and backgrounds in Ranchi. The results show that excellent branding greatly increases customer trust, with brand trust and perceived security being two of the most important factors. The study also shows that people of different ages and income levels see things differently, which means that branding methods should be tailored to each group. This study helps us understand how people behave in new urban marketplaces and gives financial institutions strategic ideas for how to increase their brand presence to gain long-term consumer trust.