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2006, vol. 37, iss. 4, pp. 203-208
Brand building process of banking services
University of Belgrade, Faculty of Organizational Sciences
Keywords: changes; brand building process; banking services; Belgrade market
Changes related to competitive surroundings, legislation, and use of technology in banking business created new challenges for the managers in banking sector and emphasized the importance of brand building in the field of financial services. The need for financial institutions to manage its users in a way that provides them satisfaction, two-way communication and trust developing into loyalty was created. Regarding the research methodology, it is important to emphasize that the main discussion related to the purpose of research is to determine, improve, and better comprehend the main problems appearing in the process of brand building of banking services on the Belgrade market from the users standpoint. In order to realize the established purpose of the research, answers to the following research questions shall be provided: 1) Which problems in communication with the users are important for bank brand building?, 2) In what way do users see the image and personality of a bank? 3) In which way does brand of the origin of a bank influence the choice of users for the banking services? And 4) In which way the strategy of communication in the process of brand building of banking services can be improved? The quantitative approach to the research has been used. This study is based on the research procedure of surveys and data collection through a questionnaire, as an instrument in the research which was given to the adult citizens on the territory of the city of Belgrade. Statistic treatment of the data was conducted by using the SPSS software. The results are presented by using the combined techniques: in written form, in tables and graphs. So, the basic conclusions would be such as: after the marketing research on how banks carry on the processes of brand building was conducted, certain conclusions could be drawn from it: It is very important for a client to be involved in the process of brand building. By taking into consideration the criteria based on which clients choose a bank, adequate strategies for communication with a target group are created. Problems in the process of brand building areas as a consequence of the passive and undefined communication strategy, dissatisfaction of the users with overall bank service, and lack of the trust between a bank and its users. The further researches will relate to the quality research of brand building of banking services portfolios in Serbia and an impact of the concept of internal and integrated marketing communication in the process of building a corporate brand seen from the standpoint of managers working in banking sector.
Chernatony, L., Mcdonald, M. (2003) Creating powerful brands in consumer, service and industrial markets. Elsevier
Filipović, V.S., Kostić, M.M. (2003) Marketing menadžment. Beograd: Fakultet organizacionih nauka - Institut za menadžment
Jobber, D. (2004) Principles and practice of marketing. New York, itd: McGraw-Hill
Keller, K.L. (2003) Strategic brand management, building, measuring, and managing brand equity. Englewood Cliffs, NJ, itd: Prentice Hall
Kotler, P.J., Keller, K.L. (2006) Marketing menadžment. Beograd: Data status
Roberts, K. (2004) Lovemarks. New York: Powerhouse books
Schultz, D.E., Barnes, B.E. (1999) Strategic brand communication campaigns. Lincolnwood
Uzelac, N., Martinović, D. (2006) Market leaders performance: The case of Serbian banks. in: XI internacionalni naučni skup 'Strategijski menadžment i sistemi podrške odlučivanju u strategijskom menadžmentu', Palić


article language: Serbian
document type: Professional Paper
published in SCIndeks: 26/07/2007

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