Banking Brand: the Role, Responsibility and Prospects |
Authors: Yevgeny V. Kalinkin, Dr. Sc. (Ec.), Prof. of Finances and Prices Dept., Plekhanov Russian University of Economics Marina V. Timofeeva, Postgraduate of Finances and Prices Dept., Plekhanov Russian University of Economics Abstract: The article discusses some problems in defining the essence of a brand, highlights specific features of a banking brand and its role in a banking sphere. The authors determine the main stages of formation and development of a banking brand. Social and business responsibility of a brand owner in the market economy is substantiated. Keywords: Banking brand, branding, brand management, rebranding, subbrand, trademark, logo, intangible assets |