THE IMPACT OF THE PANDEMIC ON BANKING BRANDS IN THE RUSSIAN AND INTERNATIONAL MARKETS
https://doi.org/10.17747/2311-7184-2022-2-30-32
Abstract
In connection with the latest events during the period of the pandemic, the economy in Russian and foreign markets has suffered greatly, especially in the financial sector. It becomes difficult for brands to survive in these circumstances. In this article, we look at the general trend in the international market regarding brand strength and value. As a successful case that not only managed to survive the period of the pandemic, but also to strengthen its position, we present the successful Russian player Sber, which is the leader in the banking sector and occupies the first positions in the Brand Finance Global 500 rating.
About the Authors
K. A. Anisimova
Financial University under the Government of the Russian Federation (Moscow, Russian)
Russian Federation
Russian Federation
Student. Academic supervisor: O.N. Zhiltsova, cand. sci. (econ.), associate professor, Financial University under the Government of the Russian Federation (Moscow, Russia)
A. A. Bylkina
Financial University under the Government of the Russian Federation (Moscow, Russian)
Russian Federation
Russian Federation
Student. Academic supervisor: O.N. Zhiltsova, cand. sci. (econ.), associate professor, Financial University under the Government of the Russian Federation (Moscow, Russia)
References
1. Арский А.А. Фактор эффекта масштаба в модели Уилсона Economic order quantity // Маркетинг и логистика. 2019. № 4(24). С. 5–11.
2. Жильцов Д.А. SMM-маркетинг: планирование работы в социальных сетях // Маркетинг и логистика. 2019. № 2(22). С. 25–31.
3. Жильцова О.Н. Современные организационные формы управления маркетингом // Маркетинг и логистика. 2019. № 5(25). С. 33–41.
4. Синяева И.М. Проблемы конкурентоспособности коммерческого банка России // Маркетинг и логистика. 2019. № 6(26). С. 41–51.
5. Тимофеева М.В. Банковский бренд: особенности и специфика оценки // Финансы и кредит. 2015. № 12 (636). URL: https://cyberleninka.ru/article/n/bankovskiy-brend-osobennosti-i-spetsifika-otsenki.
6. Brand Finance Global 500. URL: https://brandirectory.com/rankings/banking/.
7. The Top 500 Banking Brands 2021 500. URL: https://www.thebanker.com/Banker-Data/The-Top-500-Banking-Brands-2021.
Review
For citations:
Anisimova K.A., Bylkina A.A. THE IMPACT OF THE PANDEMIC ON BANKING BRANDS IN THE RUSSIAN AND INTERNATIONAL MARKETS. Business Strategies. 2022;10(2):30-32. (In Russ.) https://doi.org/10.17747/2311-7184-2022-2-30-32
Views:
306
Email this article 