Corporate reputation is one of the key success factors of a single company on today's global competitive market. In order to obtain a positive corporate reputation it is necessary to know and understand all the features in forming a corporate reputation. This article presents the key elements of corporate reputation and which tools of the marketing communications mix are most effective for forming and executing company communication in order to ensure a long term positive bank reputation. The main findings of this research will therefore be a useful basis for corporate reputation management, not only within bank institutions, but also for other companies, which are trying to build and maintain positive corporate reputation in the long term.

Full text: PDF


corporate reputation, corporate image, banking, banking services, marketing communications

JEL Codes

M14, M21,


Albers-Miller, N.D. and Straughan, R.D., 2000. Financial services advertising in eight non-English speaking countries. International Journal of Bank Marketing, 18(7), pp. 347-357.

Baker, M. and Balmer, J.M.T., 1997. Corporate reputation and image. European Journal of Marketing, 5(6), pp.366-382.

Balmer, J.M.T., 1991. Building societies: change, strategy and corporate identity. Journal of General Management, Winter Issue (2), pp. 20-33.

Balmer, J.M.T., 2001. Corporate identity, corporate branding and corporate marketing. European Journal of Marketing, 35(3/4), pp. 248-291.

Balmer, J.M.T. and Gray, E.R., 1999. Corporate identity and corporate communications: creating a competitive advantage. Corporate Communications: An International Journal, 4(4), pp. 171-177.

Balmer, J.M.T. and Greyser S.A., 2006. Corporate marketing. European Journal of Marketing, 40(7/8), pp. 730-741.

Bromley, D.B., 1993. Reputation, Image and Impression Management, New York: John Wiley and Sons.

Daffey, A. and Abratt, R., 2002. Corporate branding in banking environment. Corporate Communications: An International Journal, 7(2), pp.87-91.

Dolphin, R.R., 2004. Corporate reputation – a value creating strategy. Corporate Governance, 4(3), pp. 77–92.

Dowling, G.R. (1994). Corporate Reputations: Strategies for Developing the Corporate Brand, Kogan Page, London.

Eberl, M. and Schwaiger, M., 2005. Corporate reputation: disentangling the effects on financial performance. European Journal of Marketing, 39(7/8), pp. 838-854.

Harris, F. and de Chernatony, L., 2001. Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), pp. 441-456.

Marwick, N. and Fill, C., 1997. Towards a framework for managing corporate identity. European Journal of Marketing 5(6), pp. 396-409.

Meidan, A., 1996. Marketing Financial Services. London: Macmillan Press Ltd.

Nguyen, N. and LeBlanc, G., 1998. The mediating role of corporate image on customers’ retention decisions: an investigation in financial services. The International Journal of Bank Marketing, 16(2), pp. 52-65.

Olins, W., 1991. Corporate Identity – Making Business Strategy Visible through Design. London: Thames and Hudson.

Papasolomou, I. and Vrontis, D., 2006. Building corporate branding through internal marketing: the case of the UK retail bank industry. Journal of Product & Brand Management, 15(1), pp. 37-47.

Pina, J. M., Martinez, E., de Chernatony, L., and Drury, S., 2006. The effect of service brand extensions on corporate image. European Journal of Marketing, 40(1/2), pp. 174-197.

Van Riel, C.B.M., 1995. Principles of Corporate Communication. London: Prentice Hall.

Wilkinson, A. and Balmer, J.M.T., 1996. Corporate and generic identities: lessons from the Co-operative Bank. International Journal of Bank Marketing, 14(4), pp. 22–35.