BRANDS WE LOVE OR KNOW ON THE CZECH FINANCIAL MARKET

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F68407700%3A21630%2F17%3A00320089" target="_blank" >RIV/68407700:21630/17:00320089 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

BRANDS WE LOVE OR KNOW ON THE CZECH FINANCIAL MARKET

Popis výsledku v původním jazyce

Being loved is good for our business, image, and sales. Being hated means a failure to connect with our customers. This paper analyses well-known brands on the financial market in the Czech Republic and defines the concept of lovebrand. Brand is a key asset in the marketing of goods and services. Now, more than ever, banks need to transition from being an ordinary brand to being a lovebrand. Ideas move mountains, especially in these days, where marketing communication is based on stories and an emotional connection with customers is essential. This paper will also present the basic overview of the structure of the financial market in the Czech Republic. On one hand, customers are expecting creativity from their banking experience, thereby forcing banks to rethink their brand strategy or use multi-branding concept. On the other hand, market entry of new, low-cost banks leads to price competition. It takes time to create and build brand equity and the future of marketing is in "content marketing" and "lovebrands". The main aim of this paper is the comparative analysis of financial brands on the bank market in the Czech Republic.

Název v anglickém jazyce

BRANDS WE LOVE OR KNOW ON THE CZECH FINANCIAL MARKET

Popis výsledku anglicky

Being loved is good for our business, image, and sales. Being hated means a failure to connect with our customers. This paper analyses well-known brands on the financial market in the Czech Republic and defines the concept of lovebrand. Brand is a key asset in the marketing of goods and services. Now, more than ever, banks need to transition from being an ordinary brand to being a lovebrand. Ideas move mountains, especially in these days, where marketing communication is based on stories and an emotional connection with customers is essential. This paper will also present the basic overview of the structure of the financial market in the Czech Republic. On one hand, customers are expecting creativity from their banking experience, thereby forcing banks to rethink their brand strategy or use multi-branding concept. On the other hand, market entry of new, low-cost banks leads to price competition. It takes time to create and build brand equity and the future of marketing is in "content marketing" and "lovebrands". The main aim of this paper is the comparative analysis of financial brands on the bank market in the Czech Republic.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Marketing Identity: Brands we love - part II.

ISBN

978-80-8105-841-7

ISSN

1339-5726

e-ISSN

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Počet stran výsledku

9

Strana od-do

118-126

Název nakladatele

University of SS. Cyril and Methodus

Místo vydání

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Místo konání akce

Trnava

Datum konání akce

8. 11. 2016

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000405153400011