Faculty of Applied Management, Economics and Finance – MEF, Belgrade, University Business Academy in Novi Sad
Abstract
One of the key tasks for modern banks is
finding ways and methods for creating sustainable
competition advantage in increasingly competitive
financial markets. The role of marketing within this
task is beyond doubt, especially in bank services
quality area. The quality is reached through putting
clients in the epicentre and by giving them special
treatment. Marketing has been a little slow in taking
part in this financial, that is, banking area. This lag is
being made up for by more personal attitudes to
clients. Information technology application made this
way of functioning easier, it created a data base
which included some important personal dates in
clients’ lives. The ambition to be different is closely
connected to brand creation. Once it has been
determined what makes a brand, it is necessary to
express it through marketing activities. This very
relation is the foundation for marketing and brand
relationship. These are the main topics of this paper
about banking sector specific points. Brands offer
rational as well as emotional benefit. It will be even
more stressed in the future