Change of the organization brand: gains and losses | Zīmola maiņa organizācijā: ieguvumi un zaudējumi
2013
Ramone, L., Latvia Univ. of Agriculture, Jelgava (Latvia). Faculty of Social Sciences | Barisa, L., Latvia Univ. of Agriculture, Jelgava (Latvia). Faculty of Social Sciences
Every organization experience changes. It is necessary for any organization for continuing the improvement process, gaining greater success as well as expanding operations. The author of this bachelor thesis examines the changes related to brand switching in banks. The brand changing in banks has changed the experience of their customer concepts regarding particular bank, as well as, obviously these changes have affected the banking business and its reputation. The author explains the banks' customer and employees' views on the re-branding gains and losses. The aim of the study is to clarify re-branding gains and losses in JSC „SEB bank”, JSC „Swedbank” and JSC „Citadele banka”.
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