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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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A Methodological Approach to Assessing the Brand Efficiencyof Banks in Ukraine
Morozova N. L., Hodlevskyi M. O.

Morozova, Nadiia L., and Hodlevskyi, Maksym O. (2026) “A Methodological Approach to Assessing the Brand Efficiencyof Banks in Ukraine.” Business Inform 4:470–9460.

Section: Finance, Money Circulation and Credit

Article is written in Ukrainian
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UDC 336.71:658.8:004

Abstract:
The aim of the study is to develop and test a methodological approach to the comprehensive assessment of the brand efficiency of banks in Ukraine based on banking statistics indicators, taking into account the level of their digital maturity. The article examines theoretical and applied aspects of assessing the brand efficiency of banks in Ukraine in the context of the digital transformation of the financial sector. It is substantiated that traditional approaches to brand evaluation, which are based on subjective marketing data or financial estimates of brand value, are insufficiently adapted to the specifics of banking activities and do not take into account the impact of digitalization. A methodological approach to the comprehensive assessment of bank brand efficiency is proposed, based exclusively on objective indicators derived from the official statistics of the National Bank of Ukraine. The assessment is carried out according to four key components: brand scale and visibility, customer trust and loyalty, financial resilience and perceived quality, and digital maturity. A system of indicators has been developed for each component, ensuring the comparability of results among banks and enabling their integration into risk management systems. Based on the proposed methodological approach, Ukrainian banks were clustered according to the level of brand efficiency using a three-level scale. Key patterns in the development of the banking sector were identified, in particular the imbalance between the scale of a bank and the level of its digital maturity, as well as the insufficient level of customer trust in a significant number of institutions. It has been found that the most efficient models are demonstrated by banks that combine a high level of digitalization, financial resilience, and customer orientation. It is proved that digital maturity is a key factor in the formation of an efficient banking brand and its competitiveness under modern conditions. The practical significance of the results lies in the possibility of using the proposed approach for comparative analysis of banks, the development of brand management strategies, and integration into regulatory tools for assessing the resilience of the banking system. The scientific novelty of the study consists in the development and testing of the methodological approach to assessing the brand efficiency of banks in Ukraine, based on four integral components (scale and visibility, trust and loyalty, perceived quality and resilience, digital maturity) and relying solely on official quantitative indicators of the National Bank of Ukraine. Such an approach eliminates the subjectivity of traditional methods and ensures high practical applicability of the results in the context of the digital transformation of the banking sector.

Keywords: bank brand; brand efficiency; digital transformation; banking system; digital maturity; customer trust; cluster analysis.

Tabl.: 5. Bibl.: 18.

Morozova Nadiia L. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Accounting and Business Communications, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Hodlevskyi Maksym O. – Postgraduate Student, Department of Management, Accounting and Business Communications, Educational and Scientific Institute «Karazin Banking Institute» of V. N. Karazin Kharkiv National University (55 Peremohy Ave., Kharkiv, 61174, Ukraine)
Email: [email protected]

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