Image campaign as an element of influence on bank brand recognition and strengthening
Keywords:
Image campaign, brand awareness, corporate image, brand equity, customer loyalty, digital marketing communicationsAbstract
This article provides an in–depth analysis of the transformation of image campaigns within the banking sector, a shift driven by the transition from price–based competition to a strategic pursuit of customer trust and loyalty. The research conceptualizes corporate image as a dual construct encompassing both functional and emotional components, establishing its direct correlation with the enhancement of brand equity and shareholder value. Drawing upon the foundational branding concepts of theorists such as D. Aaker, K. Keller, and L. Berry, the paper traces the evolution of strategic approaches from conventional reputation management to the cultivation of a holistic brand environment.
Central to this work is a systematization of the innovative strategies that are supplanting traditional advertising campaigns, including: AI–driven predictive personalized marketing, the integration of ESG criteria into brand communications, the development of proprietary financial media via content marketing, and the establishment of seamless Phygital ecosystems. Particular emphasis is placed on the analysis of digital instruments, such as artificial intelligence and social media marketing, which function as key catalysts for the implementation of these strategies. The paper demonstrates that their integrated application accomplishes a twofold objective: it not only enhances brand recognition but also fosters a sustainable, empirically verifiable brand environment that is deeply integrated into the value system and daily life of the contemporary consumer.
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Fombrun C., Shanley M. What's in a Name? Reputation Building and Corporate Strategy. Academy of Management Journal. 1990, no. 33(2), pp. 233–258.
Ho H., Tien K.M., Wu A., Singh S. A sequence analysis approach to segmenting credit card customers. Journal of Retailing and Consumer Services. 2021, no. 59, pp. 102–379.
Keller K.L. Looking forward, looking back: developing a narrative of the past, present and future of a brand. Journal of Brand Management. 2023, no. 30(1), pp. 1–8.
Koser M. Bank Customer Churn Prediction. Kaggle. 2020. Available at: https://www.kaggle.com/datasets/barelydedicated/bank–customer–churn–modeling (accessed: 24.07.2025).
Krasonikolakis I., Tsarbopoulos M., Eng T.Y. Are incumbent banks bygones in the face of digital transformation? Journal of General Management. 2020, no.46(1), pp. 60–69.
Kumar S., Xiao J.J., Pattnaik D., Lim W.M., Rasul T. Past, present and future of bank marketing: a bibliometric analysis of International Journal of Bank Marketing (1983–2020). International Journal of Bank Marketing. 2022, no. 40(2), pp. 341–383.
Naimi–Sadigh A., Asgari T., Rabiei M. Digital transformation in the value chain disruption of banking services. Journal of the Knowledge Economy. 2021, no.13(2), pp. 1–31.
Nguyen N., Leblanc G. Corporate image and corporate reputation in customers' retention decisions in services. Journal of Retailing and Consumer Services. 2001, no.8(4), pp. 227–236.
Nikolić M., Marković Blagojević M., Milojkovic D. Social networks as a tool for digital marketing in banking in Serbia. The European Journal of Applied Economics. 2025, no. 22(1), pp. 71–85.
Parasuraman A., Zeithaml V.A., Berry L.L. SERVQUAL: A multiple–item scale for measuring consumer perceptions of service quality. Journal of Retailing. 1988, no. 64(1), pp. 12–40.
Quijano–Sanchez L., Liberatore F. The BIG CHASE: a decision support system for client acquisition applied to financial networks. Decision Support Systems. 2017, no. 98, pp. 49–58.
Tsindeliani I.A., Proshunin M.M., Sadovskaya T.D., Popkova Z.G., Davydova M.A., Babayan O.A. Digital transformation of the banking system in the context of sustainable development. Journal of Money Laundering Control. 2022, no. 25(1), pp. 165–180.
Vredenburg J., Kapitan S., Spry A., Kemper J.A. Brands taking a stand: authentic brand activism or woke washing? Journal of Public Policy & Marketing. 2020, no. 39(4), pp. 444–460.
Worcester R.M. Managing the image of your bank: the glue that binds. International Journal of Bank Marketing. 1997, no. 15(5), pp. 146–152.
Zhao C., Noman A.H.M., Hassan M.K. Bank's service failures and bank customers' switching behavior: does bank reputation matter? International Journal of Bank Marketing. 2023, no. 41(3), pp. 550–571.
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