Проводимо набір статей до публікації у науковому фаховому журналі "Вісник КНТЕУ" з економічних та філософських наук

BANK’S BRAND: ESSENCE, ELEMENTS, INFLUENCE ON CUSTOMERS

on .

UDC 336.71-52
 
MASLOVА N.,
Candidate of Sciences (Economics), Associate Professor Banking Department of KNUTE
 
BANK’S BRAND: ESSENCE, ELEMENTS, INFLUENCE ON CUSTOMERS
 
The article explores current issues associated with the study of etymology of the term "brand" and the concept "bank’s brand ". The connection between category "ank’s brand"and such categories as "image" and "reputation of the bank" is analyzed. The set of components and their importance in creating a coherent bank’s brand are defined.

 BANK’S BRAND: ESSENCE, ELEMENTS, INFLUENCE ON CUSTOMERS