Economic analysis of re-branding of the GE Money Bank to MONETA Money Bank

Bc. Adenike Gbadeboriová

Master's thesis

Abstract:

The aim of the diploma thesis is to assess and analyse the re-branding process from Ge Money Bank to MONETA Money Bank. How re-branding affects economic performance (profit, brand value, market share), consumer´s behavior and competitive companies in the Czech banking sector. The thesis is divided into two parts - theoretical and empirical. The theory section describes the characteristics of the brand concept and its related terms. The methods that is used in this illustrative research includes collection, comparison and interpretation of information. The aim is to provide data that most closely describe the particular situation, furthermore literature review will focus on financial industry and companies which are publicly traded. Sources which are used are bibliographic and factual. The empirical section includes qualitative and quantitative research. In qualitative research is used semi-structured interviews to investigate the views, experiences, beliefs and motivations of individual participants. For this part I choose 2 participants. First participant will be Ronald Boddy, chief of Marketing and Product departments in Ge Money Bank to get information about the re-branding strategy which was used in GEMB. What were the goals, which marketing tools were used, how long does the process take, how expensive was it a how he evaluates the re-branding process? Second participant will be JUDr. Radim Kříž, expert on stock market companies in Czech Republic, who will be ask for detail about the purpose of re-branding in GEMB. Quantitative research will be done through questionnaire whit a maximum 16 question. I will focus on GEMB costumers and non-GEMB costumers. How they perceive the change of the logo in GEMB, how does it influence their awareness, brand loyalty. How much they know about the reason which leads to the changes, from where they found out that GEMB will turn to MONETA Money Bank. What benefits and what loses this change their gain. The questionnaire will be distributed among 100 respondents.

Keywords

brand, trademark, brand valuation, brand management, rebranding, co-branding, GE Money Bank, MONETA Money Bank, IPO, Czech exchange stock

Language used: English

Date on which the thesis was submitted / produced: 30. 3. 2017

Thesis defence

• Supervisor: Ing. Petr Procházka, MSc Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management