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Features of Bank Branding in the Digital Environment
Hodlevskyi M. O., Morozova N. L.

Hodlevskyi, Maksym O., and Morozova, Nadiia L. (2025) “Features of Bank Branding in the Digital Environment.” Business Inform 7:433–440.
https://doi.org/10.32983/2222-4459-2025-7-433-440

Section: Finance, Money Circulation and Credit

Article is written in Ukrainian
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UDC 336.71:659.127.8

Abstract:
The article explores the transformation of banking branding in the context of economic digitalization and the evolution of the financial market under the influence of global instability and the implementation of innovative technologies, which not only modernize the management processes of banking institutions but also create new opportunities for developing a strong digital bank brand. It is argued that in a digital environment, a bank’s brand ceases to be merely a marketing attribute and becomes a strategic asset that directly impacts the financial performance of the institution, its market value, competitiveness, and customer loyalty. The key challenges associated with the growing influence of digital communication channels, changing consumer expectations, and increased competition from neo-banks are identified. The components of a bank’s digital brand are examined: recognition, trust and reputation, customer value, emotional connection, omnichannel presence, and technological innovation. Particular attention is given to personalizing the customer experience as a central element of modern branding according to the Marketing 5.0 conception. The digital branding tools of banks are systematized, including: social media, chatbots, mobile applications, content marketing, A/B testing, CRM systems, virtual reality, Big Data, and artificial intelligence. A review of leading global banking brands according to the Brand Finance 2024 ranking highlights the dominance of Chinese banks in brand value, the rise of American financial institutions, and the leadership of local banks from Asia, Africa, and Eastern Europe in the brand strength index. Emphasis is placed on the performance of challenger banks, which rapidly enhance both brand value and brand strength through the implementation of a digital customer service model. The article emphasizes that digital branding is becoming a critical factor for the survival of banks amid technological changes, ensuring flexibility, adaptability, and sustainable growth in the digital era.

Keywords: banking branding, digital brand, digital marketing, customer experience, omnichannel presence, Brand Strength Index (BSI), brand value, neo-banks, digital transformation.

Fig.: 2. Tabl.: 3. Bibl.: 10.

Hodlevskyi Maksym O. – Postgraduate Student, Educational and Scientific Institute «Karazin Banking Institute» of V. N. Karazin Kharkiv National University (55 Peremohy Ave., Kharkiv, 61174, Ukraine)
Email: [email protected]
Morozova Nadiia L. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Business and Professional Communications, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

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