<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Rebranding is regarded as a necessary form when an organisation faces different problems due to the economic transformations of the society that requires new ways of visibility and decides to assign revitalization techniques to the brand image in order to refresh it. Nowadays, most of the Romanian banking companies went through the rebranding process firstly because they were involved in mergers and acquisitions, and secondly, to expand their target markets and to keep their loyal customers in an ever-changing market environment. This study aims to outline the impact of rebranding on a financial institution in Romania, CEC Bank, the oldest Romanian bank operating on the Romanian market since 1864. Following the 2007 rebranding, the purpose of the bank was to create a competitive commercial bank image. For this bank the rebranding process proved to be successful.</p></abstract>

Rebranding is regarded as a necessary form when an organisation faces different problems due to the economic transformations of the society that requires new ways of visibility and decides to assign revitalization techniques to the brand image in order to refresh it. Nowadays, most of the Romanian banking companies went through the rebranding process firstly because they were involved in mergers and acquisitions, and secondly, to expand their target markets and to keep their loyal customers in an ever-changing market environment. This study aims to outline the impact of rebranding on a financial institution in Romania, CEC Bank, the oldest Romanian bank operating on the Romanian market since 1864. Following the 2007 rebranding, the purpose of the bank was to create a competitive commercial bank image. For this bank the rebranding process proved to be successful.

Rebranding and its Impact on Banking Activities – Case Study

“George Emil Palade” University of Medicine, Pharmacy, Sciences and Technology of Tirgu Mures

Acta Marisiensis. Seria Oeconomica

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Rebranding and its Impact on Banking Activities \u2013 Case Study"}

Rebranding is regarded as a necessary form when an organisation faces different problems due to the economic transformations of the society that requires new...

Rebranding and its Impact on Banking Activities – Case Study

Published Online: Feb 07, 2020

Page range: 57 - 64

DOI: https://doi.org/10.2478/amso-2019-0007

Keywords
rebranding, financial institutions, banks

© 2019 Marta Kiss, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Rebranding and its Impact on Banking Activities – Case Study

Published Online: Feb 07, 2020

Page range: 57 - 64

DOI: https://doi.org/10.2478/amso-2019-0007

Keywordsrebranding, financial institutions, banks

© 2019 Marta Kiss, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
rebranding, financial institutions, banks