Vnímání značky na bankovním trhu

Abstract

The work is focused on the perception of the brand in the bank market. The aim of the diploma thesis is to find out the perception of the Hello bank brand, its acquaintance and the degree of use of their services. Within the bank market, identify the factors that influence the choice of the bank, determine spontaneous and supported knowledge of brands. The work is divided into two parts, theoretical and practical. The theoretical part characterizes the banking market, introduces the company Hello bank, its services, customers, brand and marketing communication. The characteristics of competition in the market are also included. Furthermore, the theoretical part defines the brand, its perception and the concept of the brand in the field of services. The practical part includes research and its evaluation. Brand perception in the bank market was determined through online surveys. The results of the research were evaluated and statistically tested, factor and cluster analyzes were used to define the segments of customers operating in the bank market. Based on the research, proposals and recommendations are created not only for the company Hello bank, but also for other bank institutions on the market. These suggestions can help improve the perception of the Hello bank brand.