THE 5-D MODEL ANALYSIS OF BRD & BT FINANCIAL INSTITUTIONS IN TERMS OF THE CHARACTERS THAT APPEAR IN ADVERTISEMENTS

In times of difficult and unstable economic environment, market players try to differentiate themselves in order to survive and attract a large number of new customers. Financial institutions, as well as the full service segment, face a major obstacle, as in the negative power of intangibility ,that is reflected in the specific economic process. The “battle” for a place in front is increasingly fierce, and financial companies have begun to focus towards the removal of this drawback, and finding new communication techniques and actions, by assigning the company with some new values that will lead to greater confidence shown within consumers. In this article, we will try to underline two different tests of image association, as in the campaigns conducted by BRD - Groupe Societe Generale and Banca Transilvania, combining an endorsement campaign with a fairytale character, all of this processed through the filter of Romania’s set of cultural characteristics.cultural values, Hofstede, financial institutes, endorsement, image association

THE 5-D MODEL ANALYSIS OF BRD & BT FINANCIAL INSTITUTIONS IN TERMS OF THE CHARACTERS THAT APPEAR IN ADVERTISEMENTS

In times of difficult and unstable economic environment, market players try todifferentiate themselves in order to survive and attract a large number of newcustomers. Financial institutions, as well as the full service segment, face amajor obstacle, as in the negative power of intangibility ,that is reflected inthe specific economic process. The “battle” for a place in front is increasinglyfierce, and financial companies have begun to focus towards the removal ofthis drawback, and finding new communication techniques and actions, byassigning the company with some new values that will lead to greaterconfidence shown within consumers. In this article, we will try to underlinetwo different tests of image association, as in the campaigns conducted byBRD - Groupe Societe Generale and Banca Transilvania, combining anendorsement campaign with a fairytale character, all of this processedthrough the filter of Romania’s set of cultural characteristics