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- W3151334707 abstract "Branding is a process which enables identification of products and services, as well as their differe ntiation compared to competition.Brand is the base of competitive advantage and long-term profitability of the bank, therefore it has to be conceived and recognized as strategic capital. Branding process is psychologica l category, which by communication reaches the awareness of the people. In every moment of awareness our mind collects information and creates new knowledge and experiences. The information is a process whi ch presents the activity of communication. To inform means to transfer knowledge to someone. If some data , or wealth of data that we have received do not increas e the level of our existing knowledge, then those d ata are not information. Knowledge is the awareness and understanding of the facts, truth and information acqu ired by learning experience. The ultimate goal of brandi ng is to change the awareness of people, or their knowledge, preferably in our desired direction. Cha nges in awareness of people are the result of exper iences that they have by themselves, so branding is direct ly connected to the experience of the people who ha ve contact with the brand itself." @default.
- W3151334707 created "2021-04-13" @default.
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- W3151334707 date "2011-01-01" @default.
- W3151334707 modified "2023-09-27" @default.
- W3151334707 title "THE BRANDING OF FINANCIAL INSTITUTIONS" @default.
- W3151334707 hasPublicationYear "2011" @default.
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