Naslov
How Strong And Meaningful Are Croatian Bank Brands?

Autori
Ozretić Došen, Đurđana ; Škare, Vatroslav ; Krupka, Zoran

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
9th International Forum on the Science, Technique and Art Applied to Marketing, Academy and Profession : proceedings / Ortega, Enrique ; González, Ladislao ; Pérez del Campo, Enrique - Madrid : Facultad de Sciencias Economicas y Empresariales, Universitad Complutense de Madrid, 2007, 85-97

ISBN
978-84-931234-5-1

Skup
International Forum on the Science, Technique and Art Applied to Marketing, Academy and Profession (9 ; 2007)

Mjesto i datum
Madrid, Španjolska, 29.11.2007. - 30.11.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
bank brands; Croatian banking; service iIndustry; brand management

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA