Corporate branding and its impact on financial services institutionsv

Abstract

Corporate branding represents the way in which users visualize a company, therefore, it is extremely important that institutions, organizations, and companies in general, evaluate corporate branding with some regularity and in this way be able to define the weaknesses that their brand may have. and make the necessary corrections. In this work, an analysis of corporate branding in financial institutions of the cooperative type has been carried out. For this, several cooperatives were evaluated in order to know the perception that the partners have in relation to the image of the entity. The mainresults show that corporate branding has a significant impact on the image of financial institutions and that to improve this business vision it is necessary to invest in advertising design, logos, customer service, and other factors that will contribute to the corporate image. be the most suitable for attracting and retaining customers.