THE IMPACT OF THE PANDEMIC ON BANKING BRANDS IN THE RUSSIAN AND INTERNATIONAL MARKETS

K. A. Anisimova () and A. A. Bylkina

Business Strategies, 2022, vol. 10, issue 2

Abstract: In connection with the latest events during the period of the pandemic, the economy in Russian and foreign markets has suffered greatly, especially in the financial sector. It becomes difficult for brands to survive in these circumstances. In this article, we look at the general trend in the international market regarding brand strength and value. As a successful case that not only managed to survive the period of the pandemic, but also to strengthen its position, we present the successful Russian player Sber, which is the leader in the banking sector and occupies the first positions in the Brand Finance Global 500 rating.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aci:journl:y:2022:id:806

DOI: 10.17747/2311-7184-2022-2-30-32

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