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№ 1 (2026)
Marketing

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ВЛИЯНИЕ БРЕНДИНГОВОЙ СТРАТЕГИИ КОММЕРЧЕСКИХ БАНКОВ НА ИМИДЖ БАНКА

Опубликован 2026-01-31

Авторы
Mirzajonova Maftunaxon Jaxongir qizi
Организация
Старший преподаватель Ташкентского международного университета финансового менеджмента и технологий
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Аннотация

Данная статья посвящена изучению влияния брендинговой стратегии на имидж банка в контексте повышения конкурентоспособности коммерческих банков. В ходе исследования были проанализированы ключевые компоненты банковского бренда, включая узнаваемость бренда, и мидж бренда, воспринимаемое качество и лояльность к бренду. Полученные результаты показали, что эффективная стратегия брендинга значительно усиливает конкурентоспособность банка за счёт укрепления доверия клиентов, расширения доли рынка и улучшения финансо вых показателей. Разработана концептуальная модель, отражающая взаимосвязь между стратегией брендинга и конкурентоспособностью банка.

Ключевые слова

стратегия брендинга, имидж банка, конкурентоспособность, доверие клиентов, стоимость бренда, финансовые услуги, цифровой банкинг

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