Proces građenja brenda bankarskih usluga

Abstract

Moderan koncept upravljanja brendom fokusiran je na istraživanja stavova i ponašanja korisnika, na planiranje integirasane marketing komunikacije realizaciju komunikacije i evaluaciju postignutih rezultata.Kreiranje brenda banaka omogućava: postizanje jedinstvene konkurentske pozicije na tržištu bolje pozicioniranje u svesti potrošača, kreiranje imidža organizacije i bankarskih usluga i razvijanje ponude koja ima posebnu vrednost za korisnika. Prepoznatljivost i identitet brenda kod korisnika su jako bitni elementi ostvarivanja konukrentske prednosti banaka na tržištu. Cilj upravljanja brendom je da korisnici postanu svesni njegovog postojanja, da ih zainteresuje i podstakne na korišćenje finansijskih usluga, čime se ostvaruje dugoročna lojalnost korisnika prema brendu banke. U tom smislu, osnovni zaključci koji proizilaze iz ovakvog istraživanja banaka na tržištu Beograda odnosno, kako banke sprovode procese kreiranja brenda, pojavljuju se sledeći specifični zaključci: a) Veoma je važno da je klijent uključen u proces kreiranja brenda, b) Uvažavanjem kriterijuma na osnovu kojih se klijenti odlučuju za banku, kreiraju se adekvatne strategije komunikacije prema ciljnoj grupi,i c) Problemi u procesu kreiranja brenda nastaju kao posledica pasivne i nediferencirane strategije komunikacije, nezadovoljstva korisnika kompletnom uslugom banke i nedostatkom poverenja između banke i korisnika.

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.