РЕПОЗИЦИОНИРАНЕ НА КОРПОРАТИВЕН БРАНД В БАНКОВИЯ СЕКТОР
REPOSITIONING IN THE CORPORATE BRAND IMAGE IN THE BANKING AREA

Author(s): Tsvetelina Dimitrova
Subject(s): Economy, Business Economy / Management
Published by: Икономически университет - Варна
Keywords: marketing; corporate brand image; positioning; TV advertising
Summary/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.

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