Expanding the marketing approach to include services necessitated a modification of the marketing mix. However, services, especially in the banking sector, have revitalized their brand images using contemporary marketing techniques. Choose a bank of your preference and:
a. Analyze the bank's service mix, components of brand equity, and Keller's brand equity model to demonstrate its service brand strength.
b. If this bank were to employ contemporary marketing techniques, propose an Integrated Marketing Communications (IMC) message, detailing its features, guerrilla marketing strategies, and brand placement ideas.