Creating a corporate identity | Rest - is positive news!
Methodical journal "retail banking 1 (1) / 2006V.YU. PahomovMezhdunarodny University in Moscow (Humanities), Head. Department of Communication Management, president of the National Institute smiths for the Study reputatsiiSegodnya in the fierce competition in the retail market oriented customers when choosing a bank is not on the financial performance of credit institutions, and not even on the parameters of the proposed retail products and services (which are comparable to the leading banks), and on the emotional perception smiths of the bank , which is composed primarily under the influence of its corporate identity. In the article on the example of the leaders of the retail market reveals peculiarities of the corporate style of the bank, deals with the problems a holistic perception of the audience brenda.Bankovskaya "public" Banks and banking communication almost the very first of the new Russia attended to a problem of construction of literate communication with his public. In the mid-90s, they relied on a variety of target audiences - from the government to pensioners. Global idea that underpinned the bank of communications of the period, was the idea of leadership in the economy.
This idea was realized through the development of specific topics that are common to all banks. The leading theme of 1994 and to an even greater extent of the crisis in 1995 was the topic of security. Then, one after the other in the first place there is the idea of proximity to power, smiths international recognition, the high technological level of banking services.
The 1998 crisis dealt a crushing blow to the reputation of the banks and changed the dominant branding. In a major shift, "oligarchic" banks had relatively smiths small banks 'new wave', interested in the money of corporate customers, not population. The idea of the leadership smiths industry was "buried."
The leading idea began positioning services, and the image of the banks lined up on the implementation of the obligations and precision work. Restoring the banking system after the crisis has led to increased communication activities of banks and their repeated appeals to retailers. Because of the slow pace of development of the industry (excluding the primary sector, which are served smiths by banks, affiliated with the largest companies), smiths the main resource growth of liabilities of the banking system in 2003 became private savings. According to some estimates the retail banking market (investments, operations with plastic cards, all kinds of consumer credit, except smiths mortgage) was in Russia at the end of 2005, more than one trillion rubles. It is not surprising that the "retail" went not only relatively small banks, such as the "Russian Standard", "DeltaCredit", "Home Invest", but also the largest foreign-owned banks (Raiffeisen Bank, International Moscow smiths Bank, Citibank), and as leaders of the Russian banking system - Vneshtorgbank, Rosbank, Alfa Bank and Gazprombank (not to mention the Savings Bank and the Bank of Moscow, which has always been the most important difference is the direction of the work).
As a result, today the competition in the retail banking market has increased markedly. Moreover, according to Vice President of MDM-Bank Ilya Razbash, "with the advent of deposit insurance system the question of the reliability of credit institutions is no longer so important for the population, as before. The top thirty banks, which, in fact, divided between the retail market, the product line, the conditions and the quality of services are not much different.
So now it is important to understand what exactly smiths and in what form should be offered to the public "first smiths Bank brand name and corporate identity in a context where almost all banks have to somehow deal with the offer of its services to private clients, rapidly growing importance of banking brand and, in particular, the bank's corporate identity. The reason is that when choosing a bank customers primarily oriented not on the financial performance or interest rates, and its emotional smiths perception of the bank's developing in the first place based on its corporate identity. Corporate identity - is a series of receptions smiths at contributing to the formation of a favorable image of the company, smiths is designed to enhance the efficiency of its contact with consumers. Corporate identity leads to an increase in reputation and popularity in the market, is credible partner and an important step towards the company's brand awareness.
Often there is a mixture of two terms: a corporate style and corporate identity. As rightly noted art director creative studio "Artonika" (one of the leading Russian companies, working for many years with the banks) Dmitry Chernogaev being similar, these concepts differ in the same way as the terms "corporation" and "firm." The first concept is a much more complex structure than the second. In a corporation, there are numerous and quite difficult communication between different departments. Therefore, if the development of corporate identity involves work on a one-dimensional brand, the creation of corporate identity - Construction of the complex structure in which the structure
Methodical journal "retail banking 1 (1) / 2006V.YU. PahomovMezhdunarodny University in Moscow (Humanities), Head. Department of Communication Management, president of the National Institute smiths for the Study reputatsiiSegodnya in the fierce competition in the retail market oriented customers when choosing a bank is not on the financial performance of credit institutions, and not even on the parameters of the proposed retail products and services (which are comparable to the leading banks), and on the emotional perception smiths of the bank , which is composed primarily under the influence of its corporate identity. In the article on the example of the leaders of the retail market reveals peculiarities of the corporate style of the bank, deals with the problems a holistic perception of the audience brenda.Bankovskaya "public" Banks and banking communication almost the very first of the new Russia attended to a problem of construction of literate communication with his public. In the mid-90s, they relied on a variety of target audiences - from the government to pensioners. Global idea that underpinned the bank of communications of the period, was the idea of leadership in the economy.
This idea was realized through the development of specific topics that are common to all banks. The leading theme of 1994 and to an even greater extent of the crisis in 1995 was the topic of security. Then, one after the other in the first place there is the idea of proximity to power, smiths international recognition, the high technological level of banking services.
The 1998 crisis dealt a crushing blow to the reputation of the banks and changed the dominant branding. In a major shift, "oligarchic" banks had relatively smiths small banks 'new wave', interested in the money of corporate customers, not population. The idea of the leadership smiths industry was "buried."
The leading idea began positioning services, and the image of the banks lined up on the implementation of the obligations and precision work. Restoring the banking system after the crisis has led to increased communication activities of banks and their repeated appeals to retailers. Because of the slow pace of development of the industry (excluding the primary sector, which are served smiths by banks, affiliated with the largest companies), smiths the main resource growth of liabilities of the banking system in 2003 became private savings. According to some estimates the retail banking market (investments, operations with plastic cards, all kinds of consumer credit, except smiths mortgage) was in Russia at the end of 2005, more than one trillion rubles. It is not surprising that the "retail" went not only relatively small banks, such as the "Russian Standard", "DeltaCredit", "Home Invest", but also the largest foreign-owned banks (Raiffeisen Bank, International Moscow smiths Bank, Citibank), and as leaders of the Russian banking system - Vneshtorgbank, Rosbank, Alfa Bank and Gazprombank (not to mention the Savings Bank and the Bank of Moscow, which has always been the most important difference is the direction of the work).
As a result, today the competition in the retail banking market has increased markedly. Moreover, according to Vice President of MDM-Bank Ilya Razbash, "with the advent of deposit insurance system the question of the reliability of credit institutions is no longer so important for the population, as before. The top thirty banks, which, in fact, divided between the retail market, the product line, the conditions and the quality of services are not much different.
So now it is important to understand what exactly smiths and in what form should be offered to the public "first smiths Bank brand name and corporate identity in a context where almost all banks have to somehow deal with the offer of its services to private clients, rapidly growing importance of banking brand and, in particular, the bank's corporate identity. The reason is that when choosing a bank customers primarily oriented not on the financial performance or interest rates, and its emotional smiths perception of the bank's developing in the first place based on its corporate identity. Corporate identity - is a series of receptions smiths at contributing to the formation of a favorable image of the company, smiths is designed to enhance the efficiency of its contact with consumers. Corporate identity leads to an increase in reputation and popularity in the market, is credible partner and an important step towards the company's brand awareness.
Often there is a mixture of two terms: a corporate style and corporate identity. As rightly noted art director creative studio "Artonika" (one of the leading Russian companies, working for many years with the banks) Dmitry Chernogaev being similar, these concepts differ in the same way as the terms "corporation" and "firm." The first concept is a much more complex structure than the second. In a corporation, there are numerous and quite difficult communication between different departments. Therefore, if the development of corporate identity involves work on a one-dimensional brand, the creation of corporate identity - Construction of the complex structure in which the structure
