China's Commercial Banks, Financial Brand Theory And Practice

Under the background of accelerating economic and financial globalization, marketization and informatization, the impact of financial brand has become one of the largest factors that affect the competitiveness of commercial banks. In the international financial competition, brand competitive edge is increasingly prominent, the renowned financial enterprises, without exception, give relentless efforts in brand building, relying on a solid brand in the financial market position and achieve excellence reputation in business performance. To commercial banks of our county, if we can't build our own famous brand, and further enhance commercial banks' core competitiveness, we will not be able to compete with the foreign banks which has strong brand assets, and thus, we can' t won the market and customers, or even be eliminated. So, accelerating financial brand building is both the needs of financial industry development, meeting the urgent needs of customers' diversified financial needs, and the urgent needs of responsing financial internationalization competition.This article firstly analysis financial brands , consumer brand purchasing behavior, and other related theories, and then point that in the buyer's market, the concern of the consumer has become financial brands instead of the fasical value of the products .brands are playing an increasingly important role in the consumer purchase decision-making, and is the reason for consumers to purchase the products, brands have become one of the advantageous weapons for the financial enterprise to develop market. In this way, the article point that it's urgency for China's commercial banks to establish their own brands.To illustrate the application of financial brands in practice, this...