Authors

M. ALMUGRABI, S.V. KARPOVA

Abstract

The aim of this work is to study the problem of measuring the effectiveness of brand management in retail banks in Russia. The customer survey method was chosen to analyze the effectiveness of bank brand management in order to show how banks can use branded capital as an approach to measuring the effectiveness of their activities in the process of forming a bank brand. The results indicate that the use of branded capital as an approach to measuring brand management effectiveness leads to a clear understanding of the bank’s brand positioning among customers compared to competitor brands, to identifying the brand’s ability to be among the first that customers consider when making purchasing decisions, which is the most important success factor for any brand.

Keywords

brand management, brand equity, brand awareness, brand image, brand loyalty, retail banking.