Image management of a banking institution: organizational and economic aspects

Abstract

The object of research is the image management processes of banks as a critical factor in their competitiveness. The subject of research includes theoretical and methodological approaches, principles, and methods for managing the image of banking institutions. The purpose of the master's thesis is to provide scientific substantiation of the organizational and economic principles for managing the image of banks. Based on the results of the research, theoretical and practical provisions have been formulated. The author has developed specific proposals for the formation and management of the image of Ukrainian banks, focusing on the integration of modern marketing techniques and organizational strategies. The obtained results can be utilized in developing methodological frameworks and practical tools for building effective mechanisms to manage the image of banking institutions. These results have practical value for JSC "Sens Bank" and can also be adapted by other banks aiming to improve their market positioning and competitiveness.