The Research On Commercial Bank Corporate Branding

After surveying commercial bank and its product characteristics, the authorillustrates the significance of commercial bank corporate branding, what corporate brandimage commercial bank should have and how to manage commercial bank corporatebrand. Based on brand ecology and stakeholder theories, the author figure out corporatebrand image mode; in this mode, the author emphasizes that internal factors and externalfactors are equally important on commercial bank corporate branding. As for the internalfactors, the employee is the core to integrate and manage the corporate brand ideas inside;regarding the external factors, the author advises that public relations is the effective wayto maintain good relations with customers, media and other stakeholders. Besides, theauthor points out the problems which existing in the commercial bank brandcommunication and correspondingly put up with the solutions.