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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Darya Volkova
Brand positioning in retail banking: identifying gaps between brand positioning and brand perception
2019
A lot of companies face such kind of problems when in their opinion they develop an effective positioning strategy but in fact customers have another perception of the brand. A company may not even know it. It may cause damage to the image of the company. If customer perception doesn’t align with the one the company desired, management should develop repositioning programs and achieve the result when two perspectives are aligned.

Home Credit Bank has recently announced it latest rebrand. The main purpose of rebranding was to attract younger clients. But it may occur that customers perceive it differently after rebranding: in a better or worse way, or even without any changes. Therefore, this rebranding more likely might have an impact on customers perception, so probably there are some gaps between brand positioning and brand perception.

The main purpose of this master thesis is to identify the gaps between brand positioning and brand perception and develop recommendations for the improving brand image in banking.

According to the investigation results, perception gaps were identified both among current customers and potential customers. Based on the results, a set of recommendations was developed to respond to these issues, reduce the perception gaps and improve brand image of the bank in general.

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