Marketing № 1 (2026)
IMPACT OF BRANDING STRATEGY OF COMMERCIAL BANKS ON BANK IMAGE
Mirzajonova Maftunaxon Jaxongir qizi
Аннотация
This article focuses on examining the impact of branding strategy on the bank image in enhancing the competitiveness of commercial banks. During the study, key components of a bank brand —namely, brand recognition, brand image, perceived quality, and brand loyalty —were analyzed. The findings indicate that an effective branding strategy significantly improves a bankʼs competitiveness by strengthening customer trust, expanding market share, and enhancing financial performance. A conceptual model illustrating t he relationship between branding strategy and bank competitiveness has been developed. № 1 -SON YANVA R, 202 6-YIL 356
branding strategybank imagecompetitivenesscustomer trustbrand valuefinancial servicesdigital bankingстратегия брендингаимидж банкаконкурентоспособность
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