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