Designing of Brand’s Communication in Banking

This graduate qualification work is devoted to the development of communication style of such a brand as MTS Bank, in conditions of high competition and active digitalization of the Russian banking sector. The relevance of the research is due to the need to adapt the communication strategies of banks to the expectations of the modern audience, which is becoming more and more demanding to the quality of interaction with financial services. The paper considers key trends in the banking industry, such as the development of digital services, the use of artificial intelligence and Big Data, as well as the trend towards "ecosystem". The purpose of the study is to identify factors that influence the perception of communication with the bank and to develop recommendations for improving the communication style of MTS Bank. To achieve this goal, the following tasks were solved: the theoretical foundations of marketing communications were analyzed, current trends in the banking sector were studied, benchmarking of leading Russian banks was performed, the target audience and current communication style of MTS Bank were analyzed, and qualitative and quantitative research (in-depth interviews and online survey) was conducted. The results of the research allowed us to formulate practical recommendations including: Softening the tone of voice towards more human and empathic communication. Discarding scripts in telemarketing and call centers to increase customer trust in the brand. Using a unified communication style across all channels of interaction. Using Big Data to create more personalized messages. Strengthening the positioning of MTS Bank as part of the MTS ecosystem. The work is of high practical significance, as the proposed solutions are aimed at increasing customer loyalty, strengthening trust in the brand and creating sustainable competitive advantages. The results of the study may be useful for marketers, brand managers and managers of banks seeking to improve the quality of brand communication with the audience.