MARKETING COMMUNICATION OF BRAND IN THE FINANCIAL SERVICES BUYING PROCESS

Ordinary consumer today can´t avoid the offerings of various companies, otherwise it is not even in the financial institutions. Continual growth of financial institutions and their influence on consumer behaviour is significant. These companies are constantly trying to establish the desired awareness and image in the minds of consumers. It means that when the companies want to attract consumers, they should be focusing on building a strong brand, because brands are the interface between consumers and the company. That is why their marketing communications involves mixing and matching different communication options. So, the aim of this paper is to investigate impact of the communications tools and brands of financial institutions on consumer perceptions and behaviour. For achieving this purpose the primary research method was chosen. The analysis was based on the number of 412 respondents. The consumers were questioned about their behaviour within the topic of financial products consumption, the link among the choice of financial institution and brand meaning, consumers´ loyalty, the marketing communication tools importance with emphasis on merchandising and sensory marketing. If we take into account the basic criteria when selecting afinancial institution and its products, respondents have mentioned a pricing policy, influence of reference groups, physical availability of sales points and image - brand of the financial institution.