1. bookVolume 13 (2019): Issue 1 (December 2019)
Journal Details
License
Format
Journal
eISSN
2668-3989
First Published
30 Sep 2019
Publication timeframe
1 time per year
Languages
English
access type Open Access

Rebranding and its Impact on Banking Activities – Case Study

Published Online: 07 Feb 2020
Volume & Issue: Volume 13 (2019) - Issue 1 (December 2019)
Page range: 57 - 64
Journal Details
License
Format
Journal
eISSN
2668-3989
First Published
30 Sep 2019
Publication timeframe
1 time per year
Languages
English
Abstract

Rebranding is regarded as a necessary form when an organisation faces different problems due to the economic transformations of the society that requires new ways of visibility and decides to assign revitalization techniques to the brand image in order to refresh it. Nowadays, most of the Romanian banking companies went through the rebranding process firstly because they were involved in mergers and acquisitions, and secondly, to expand their target markets and to keep their loyal customers in an ever-changing market environment. This study aims to outline the impact of rebranding on a financial institution in Romania, CEC Bank, the oldest Romanian bank operating on the Romanian market since 1864. Following the 2007 rebranding, the purpose of the bank was to create a competitive commercial bank image. For this bank the rebranding process proved to be successful.

Keywords

JEL Classification

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