Brand of commercial bank in digital economic reality

Zubkova Svetlana Valeryevna

The article consists of the observe of the main theses of brand-management theory in commercial banks. It was revealed key features of bank marketing. It has been shown that marketing in commercial bank should aims at identification of bank’s name, but not the specific services because it helps to decrease unit costs for advertising of each bank offer. But also, it has been shown, that Russian banks branding didn’t allow to fluence to performance of credit institutions. The process that was given by commercial banks for branding and financial innovations really was use of information and administrative resources to limit the mobility of customers and consumers of banking services. In the conditions of development of ecosystems and marketpleys the role of a brand is displaced towards aggregators of banking services, but not banks.

Keywords:commercial bank, brand, rebranding, marketplaeys, capital of a brand, brand cost, profitability of a brand.