BRANDS WE LOVE OR KNOW ON THE CZECH FINANCIAL MARKET
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
Being loved is good for our business, image, and sales. Being hated means a failure to connect with our customers. This paper analyses well-known brands on the financial market in the Czech Republic and defines the concept of lovebrand. Brand is a key asset in the marketing of goods and services. Now, more than ever, banks need to transition from being an ordinary brand to being a lovebrand. Ideas move mountains, especially in these days, where marketing communication is based on stories and an emotional connection with customers is essential. This paper will also present the basic overview of the structure of the financial market in the Czech Republic. On one hand, customers are expecting creativity from their banking experience, thereby forcing banks to rethink their brand strategy or use multi-branding concept. On the other hand, market entry of new, low-cost banks leads to price competition. It takes time to create and build brand equity and the future of marketing is in “content marketing” and “lovebrands”. The main aim of this paper is the comparative analysis of financial brands on the bank market in the Czech Republic.
Authors and Affiliations
Petra Jílková
Keywords
Related Articles
- EP ID EP174372
- DOI -
- Views 112
- Downloads 0
INTERNET FOOD SALES SERVICE – BARRIERS TO THE DEVELOPMENT OF ONLINE GROCERY SHOPPING IN THE CZECH REPUBLIC
Services market undergoes constant changes, which to a large extent relate to digitization and use of new communication technologies. Nowadays, businessmen try to attract increasingly demanding customers with new product...
DIGITIZATION OF FREEDOM OF SPEECH AND SUBLIMATION OF THE TERM OF PUBLICIST
The Digital Era set a new challenge in journalism – to redefine journalism and the profession of journalist in post-truth age and to differentiate information inflation from the public role of media. In the theoretical s...
MILLENNIALS AS DIGITAL MEDIA USERS
One of the most important issues in today’s competitive environment for the companies is meeting the needs of their customers in right and constant way. For handling this difficult task, the companies have to collect inf...
BRAND NEW ! FACULTY MORPHOSIS – A CONCEPT OF PROJECT DIGITALIZED YOUTH IS GOING TO LOVE- MARKETING STRATEGY PRE-LAUNCH STUDY
Business is moving the world. We do business every single day. We go to the supermarket and buy bread, we get paid for work we do, sometimes we do business in relationships, too. Business is present in every single step...
PRE-PACKAGED FANTASIES, SIMULACRUM, AND VIRTUAL REALITY: IMPACT OF DIGITAL GAMES ON PRIMARY SCHOOL STUDENTS
The main aim of this research is to assess the condition, and to what extent do the digital games influence everyday life of children attending primary school. Another aim of the research is to find out how children are...