 REPOSITIONING IN THE CORPORATE BRAND IMAGEIN THE BANKING AREATsvetelina Dimitrova ()
Economic Science, education and the real economy: Development and interactions in the digital age, 2020, issue 1, 346-355 Abstract: In the era of digital transformation and economic crisis at the same time, due to unpredicted circumstances, it seems more important how the new positioning of a corporate banking brand will be made. In Bulgaria, in 2019 year, OTP Group with its DSK Bank in Bulgaria purchased SG Express Bank, as this new corporate brand could be outlined as the biggest and strongest institution on the Bulgarian market. What are the main customer expectations towards the new brand, what will be the key messages and positioning fields-these are some of the key questions related to the following article. Hypothesis about the future of the new corporate brand will be laid down in terms of media coverage with focus on the TV advertising. Keywords: marketing; corporate brand image; positioning; TV advertising (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:vrn:cfdide:y:2020:i:1:p:346-355 Access Statistics for this article Economic Science, education and the real economy: Development and interactions in the digital age is currently edited by Zoya Mladenova More articles in Economic Science, education and the real economy: Development and interactions in the digital age from Publishing house Science and Economics Varna Contact information at EDIRC. |
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