The Technological up gradation among banks made banking easy for the people. Indian banking industry started witnessing customer friendly and caring bankers, transparency in their works, banking at their fingertips, many more retail banking products to serve them. The consequences of all this, lead to intense competition among public sector, private sector and foreign banks. And to cope up with the competition they need to differentiate themselves with others. Further, services offered can be imitated by different banks making difficult for differentiation. Thus, branding of services among banks necessitates.

KEYWORDS:  Indian Banking Industry, Public Sector, Private Sector and Foreign Banks, Liberalization .