engleski

Analysis of Bank Brands within Croatian Banking Service Industry

This paper describes research into the appropriateness of brands within Croatian banking services industry. Brand elements are evaluated in terms of whether and how they meet the criteria of distinctiveness, relevance, memorability and flexibility. The analysis shows that all Croatian banks apply monolithic descriptive brand strategies. Their brand names predominantly include common, frequently used generic words through which one can hardly expect to meet strong brand criteria (especially distinctiveness) or to gain any competitive edge as a result of differentiation. Brand logos in many cases are neither suggestive, nor do they communicate the service nature or characteristics. Certain brand logos reveal a traditional orientation of financial service companies toward symbols that represent protection, strength, security and perseverance.

bank brand; Croatian bank brands; brand name; logo

nije evidentirano