DEVELOPMENT OF THE GAZPROMBANKS POSITIVE IMAGE CONCEPT AND THE EXPANSION PROGRAM FOR IT

In 2004 the analitical department of the “Business League” carried out a large-scale project on the conceptual development of major approaches to the positive image buildup and the creation of positive business environment for one of the biggest national banks. The concept development was preceeded by a considerable amount of research that included surveys on the perception and evaluation of banking brands by corporate audiences and on the popular perception of banking brands as well as interviews with memebers of the Board of Directors of the Gazprombank. The data that these surveys and interviews provided, was analysed and incorporated into the concept.

The «Business League» analysts explored and described the current state of the Bank’s business communications, its target audiences and their issues of interest as well as principal approaches to the integrated positioning of the Bank’s image, its positioning for special audiences. They also detected and described the optimal advertising, PR and other activities needed for the realisation of the communicative strategy of the Bank and the promotion of its key messages as well as basic cues for the development of the communicative strategy of the Bank in the regions.

The concept developed by the Business League Communication Group received an approval from the Board of Directors of the Gazprombank and served as a foundation of the program of its communicative activities for 2004-2006, created also by Business League Communication Group.