BRAND ROLE IN MODERN SYSTEM OF MARKETING COMMUNICATIONS IN THE BANK SPHERE
Now branding is one of the most important ways of obtaining steady competitive advantage of the enterprises of any branches of a national economy, including in the bank sphere representing one of fundamentals of national economy. Many experts incline to a conclusion more and more that a major factor of success of banks is fidelity of consumers, in other words their loyalty. The highest degree of loyalty of consumers is almost fanatical honoring of a brand. Therefore the problem of improvement of mechanisms of management of a bank brand has high relevance. In article the essence, types, stages and instruments of creation of a brand in the bank sphere is opened. The major factors influencing consumer preferences of clients of banks are analysed. The main recommendations to contents of the program of the actions directed on improvement of mechanisms of management of a brand of bank are formulated.