Brand Reputation Risk Of Commercial Bank Management Research

As the unique identification of enterprise, brand serves as the original impetus to drive consumption, and it is the soul for the enterprise to participate in market competition and development. In market economy, an enterprise will have no soul, lose vitality and cannot to move a tiny step without brand. Market confidence and consumers’ recognition play a vital role in the survival and development of the commercial bank, a special financial organisation running credit and risks. Henceforth, market confidence and consumers’ recognition are related to the market image of the commercial banks directly. So, brand and reputation risks of commercial banks, which influence the public evaluation, become one of the most significant risks confronted by commercial banks. Therefore, how to recognise commercial banks’ brand and reputation risks wholly and correctly to as to implement scientific management has become one of the issues to be solved urgently by commercial banks.Although great progress has been made in management of brand and reputation risks of commercial banks at home after shareholding reform, there are obvious deficiencies. For example, insufficient emphasis on brand and reputation risks, less precaution beforehand than measures taken after problems arise together with inadequate understanding of management of brand and reputation risks etc. On the basis of sufficient research on the commercial banks’ brand and reputation risks, the thesis purports to put forward coping strategies for management of commercial banks’ brand and reputation risks. Meanwhile, the thesis holds that the primary cause for the commercial banks suffering such risks is lack of brand management. Therefore, the commercial banks should lay stress on brand culture construction, creating sound brand image, establishing wholesome word of mouth and improving good reputation of brand. Only by doing so, can events of brand and reputation risks be reduced in the source and can scientific management of commercial banks’ brand and reputation risks be realized.