Specific Features of Communication Strategy During a Rebranding of a Bank

The purpose of the proposed research is to develop recommendations for improving communication strategy during the rebranding of Home Credit Bank. At the present time, Home Credit Bank is in the process of rebranding during which the new communication strategy was developed. Effective communication strategy plays a key role in building a brand image and reputation, allows attracting new customers and builds loyalty. A strategic approach in planning communications is a necessary decision due to changes in Home Credit Bank products and positioning. However, many risks of inefficient communication strategy lead to failure of rebranding. Target audience may misinterpret brand messages or remain uninformed about the bank and its products. Since Home Credit Bank has just started implementing a new communication strategy, it is possible to draw first conclusions and propose development directions to achieve the rebranding goals.