title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð° Ð´Ð»Ñ ÐºÑÐµÐ´Ð¸ÑÐ½Ð¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐ Â«Ð¢Ð¸Ð½ÑÐºÐ¾ÑÑ ÐÐ°Ð½ÐºÂ»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Development of recommendations for improving the branding strategy for a credit institution (using the example of JSC "Tinkoff Bank")
Creators: name: ÐÐ½Ð¸ÑÐ¸Ð¼Ð¾Ð²Ð°, ÐÐ»ÐµÐºÑÐ°Ð½Ð´ÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2022
Subjects: Ð±ÑÐµÐ½Ð´
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð±ÑÐµÐ½Ð´Ð¸Ð½Ð³Ð°
ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¸Ð¹ Ð±Ð°Ð½Ðº
Ð¿Ð¾Ð·Ð¸ÑÐ¸Ð¾Ð½Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
ÑÐµÐºÐ»Ð°Ð¼Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ
brand
branding strategy
commercial bank
positioning
advertising campaign

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description: The title of the bachelor graduate qualification work: âDevelopment of recommendations for improving the branding strategy for a credit institution (using the example of JSC "Tinkoff bankâ.The aim of the graduate qualification workÂ is to development of recommendations for improving the branding strategy for JSC "Tinkoff Bank".The work has been carried out on the materials ofÂ JSC "Tinkoff Bank".Research methods used:Â general scientific research methods - content and comparative analysis, the method of analogies; specific research methods - methods of organizational design and evaluation of investment attractiveness of projects.The main goals of the graduate qualification work:Â â formulate the general features of the brand and branding;âidentify the main trends in the development of branding in Russia;Â â to analyze branding in the banking sector of the Russian economy and brand strategies of leading banks, including JSC Tinkoff Bank;Â âto evaluate the effectiveness of the branding of JSC "Tinkoff Bank" using the models of S. Davis and M. Dunn.Â Â âdevelop measures to develop the brand strategy of JSC through an advertising campaign of one of the products of the ecosystem of JSC Tinkoff Bank - BNPLâservice "Shares"The areas of the graduate qualification work results applicationÂ â the banking sector, when solving tasks related to brand analysis and the development of brand strategies for commercial banks.Â Conclusions of graduate qualification work.Â The result of the WRC is a proposal developed on the basis of an analysis of the brand strategies used by competitor banks, as well as an analysis of the branding effectiveness of JSC Â«Tinkoff BankÂ» according to the Davis and Dunn model to use a unique highly competitive BNPL service "Shares" to expand the positive perception of the brand, which will contribute to building long-term relationships with customers.Â