engleski

How Strong And Meaningful Are Croatian Bank Brands?

The purpose of the paper is to broaden the understanding of a complex field of financial service brand management. Specifically, this paper investigates the appropriateness of brands within Croatian banking service industry. The authors analyzed elements of the 33 bank brands in terms of whether and how they meet the criteria of strong service brands, and in terms of their characteristics for creating desirable, positive and unique associations. The analysis shows that Croatian banks employ undifferentiated, monolithic brand management strategies. Their brand management has been neglected, probably due to lack of knowledge or insight into its potential. Researchable hypothesis that deserve future exploration are set.

bank brands; Croatian banking; service iIndustry; brand management

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