ՆՈՐԱՐԱՐՈՒԹՅՈՒՆՆԵՐԻ ԴԵՐԸ ԲՐԵՆԴԻ ԿԱՌԱՎԱՐՄԱՆ ԳՈՐԾԸՆԹԱՑՈՒՄ ՀՀ ԲԱՆԿԱՅԻՆ ՀԱՄԱԿԱՐԳՈՒՄ

Abstract

THE ROLE OF INNOVATIONS IN BRAND MANAGEMENT PROCESS IN THE BANKING SYSTEM OF RA The implementation of new technologies plays an important role in the brand management process. The purpose of this article is to identify the existing relationship between brand management and the implementation of new technologies in to the banking system of Armenia, as well as their impacton the process of attracting customers. To achieve this goal, we conducted ananonymous sociological survey among representatives of all 17 commercial banks in Armenia. As a result we found that banks introducing new technologies and innovative services devote significant amounts of money to the brand management process, and the irclientele is dominated loyal customers. Banks that have provided a full or partial rebranding process usually attract new customers. Another factor influencing the sustainable attraction of new customers is the creation of a new product that is not represented by any of the competitors.