Abstract
Corporate identity is a personality of a company which is designed to be in line with the company's achievements and tailored to its goals. The theoretical part defines the concept of corporate identity, its elements and the factors affecting it, the relationship between corporate identity and the client. The empirical part deals with the analysis of the corporate identity of banks in Montenegro. The subject of the conducted explorative quantitative study is to determine how users of banking services evaluate the basic elements of corporate identity of banks. The aim of the research is to determine whether the elements of corporate identity are in line with the expectations of users of banking services, and whether the basic elements of corporate identity influence the choice of the bank and the loyalty of clients. The corporate identity of banks is important, but is not a crucial factor in choosing a bank by clients in Montenegro. Besides the well-designed elements of corporate identity, the fair price and a high quality product and service that the bank efficiently delivers to the client is also a necessary precondition for successful retention of existing clients, as well as for attracting new ones.
Highlights
When we talk about corporate identity, it represents a set of elements of the visual and acoustic image of the bank
It is known that the three key elements of the bank's marketing strategy are successful communication with the client, competent staff and modern information and communication technology so that it is necessary to take into account the creation of the corporate identity of the bank
Based on the empirical research, a conclusion has been drawn that confirms the hypothesis that the corporate identity of banks is important, but is not a crucial factor in choosing a bank by clients and that a strong corporate identity creates differentiation in relation to competition, creates consumer loyalty and employee commitment and results in better financial and business results
Summary
When we talk about corporate identity, it represents a set of elements of the visual and acoustic image of the bank. In other words, this is the expression of the personality of the bank, that is, everything that is heard and sees the bank. Corporate identity, i.e. creating an identity, is much more and encompasses a number of elements of both visual, acoustic and spiritual content. It is viewed through the name of the company, the logo, as well as through everyday things that are in line with the company's business standards that reflect the visual identity and brand recognition through colour palettes, special fonts, page layouts, etc
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