Recommendations for Tinkoff Bank's Brand Communication Strategy in a Digital Environment

In the era of modern technologies, the communication strategy of any brand is based on digital communication with its potential and existing customers. Reputation is an important asset of a company that is more difficult to protect in a digital environment. That’s why any company needs the right communication strategy. The first part of the research is devoted to the study of methods used by Russian companies to resolve situations negatively affecting the reputation in social networks. The results will be used to test the communication strategy of Tinkoff Bank to develop a list of recommendations for the second part of the research. The empirical part of the research is devoted to the study of the effectiveness of a bank owner with ambiguous communication as an internal communication asset of the bank. The following methods were used in the research: content analysis, case study, comparison, desk research, the quantitative method — survey and the qualitative empirical method - interview. The result is a list of recommendations for the communication strategy of Tinkoff Bank.