BUSINESS INFORM №10-2017

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Section: Management and Marketing
UDC 339.138
Shkodinа I. V., Lysak V. V.
Branding as a Factor in Increasing the Bank’s Competitiveness in the World Market (p. 348 - 353)
The article discusses the branding of banks in the world market for banking services in the context of fierce competition between financial institutions. The stages of brand formation were researched as a basis for building the bank's commodity policy. The main elements of brand to improve the market position of bank have been identified. The indicators for building strong bank brands have been reviewed and the efficiency of the contemporary marketing strategies has been determined. The most efficient innovative marketing strategies for branding are determined (subscription business models, chat bots, e-commerce, digital targeted advertising) to improve the market position of bank in today’s environment. The need to develop new internet marketing tools, original and risk projects in order to create efficient content and to excel the competitors. Prospects for further research in this direction is to consider e-commerce as an innovation marketing strategy that should become an integral part of branding.
Keywords: brand-management, branding, brand, brand creativity, brand value, banking institutions.
Fig.: 4. Tabl.: 3. Bibl.: 8.

Shkodinа Iryna V. – Doctor of Sciences (Economics), Professor, Professor, Department of International Business and Economic Theory, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Lysak Victoria V. – Master, Kharkiv Educational and Scientific Institute of SHEI «Banking University» (55 Peremohy Ave., Kharkіv, 61174, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Shkodinа, Iryna V., and Lysak, Victoria V. (2017) “Branding as a Factor in Increasing the Bank’s Competitiveness in the World Market.” Business Inform 10:348–353.

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