ANNUAL THESISTHE CREATION OF THE IMAGE OF THE BANK

SUMMARY

INTRODUCTIONCHAPTER I. THEORETICAL APPROACHES OF THE IMAGE OF THE BANK1.1. Components (elements, definitions), the image of the bank1.2. Concept of reputational risk1.3. Model for assessing the image of the bank

CHAPTER II. CREATION AND DEVELOPMENT OF CB PROCREDITBANK SJC IMAGE2.1. Analisys of the image of the CB "Procreditbank" JSC2.2 The estimation of the reputational risk of the CB "Procreditbank" JSC2.3 The development of the new elements of the image for the CB "Procreditbank" JSC

Conclusions and proposalsBibliographyAttachements

Introduction

Actuality of investigated subject. Contemporary trends oriented economy economic development activity for both quantitatively and especially qualitative. Given the fierce competition, companies are investing in various activities Why would differentiate in the market. Accordingly, consumers are becoming more informed, more competent, respectively, demanding, increasing their capacity purchase, advancing high requirements to the bidders. It is unimaginable good markets function efficiently without the development of an information system in undertakings with which information propagates toward various target audiences undertaking and also by applying the techniques of communication, it notifies reaction reverse. As a result, it creates an image among the public about the company, its products and brands, employees and managers. This image builds up over time, and has multiple effects on the company, but also on behavior consumers and business partners.While American companies currently about 200,000 practicing public relations specialists and about 60,000 in the UK, the Republic of Moldova, they make up a handful of people who face great difficulties. Today, there are rare organizations in the country that have created departments or undertake responsible for public relations, except for financial and banking corporations, companies and foreign organizations operating in Moldova. In theseconditions, becomes the current need to study basic concepts on activities oriented company image creation and management.Although in RM many customers may be sensitive in present to the price, as the competition will increase, the quality of the services will become more important to the customers, and the demand will be complex.The Moldovan Banking System demonstrated a sustained development over the last years, being prepared to continue its expansion and also proving to be a reliable partner to the real economy both in terms of the proposed financial solutions and the perception of risks incurred by different economic activities during this entire period. Market maturation along with the specific requirements of the retail and corporate customers entailed a developed degree of sophistication of banking products and services. Moreover, the internationalized competition on the RM market induced an accelerated integration and leveling of the banking market, also generating higher growth rates compared to other Moldovan industries.The Moldovan Banking Sector is the main pillar of the financial system. The lately significant focusing of banks on the households resulted in an unprecedented development of retail loans. Nevertheless, in the corporate segment, still dominant in total loans, the competition is also increasing, the banks currently concentrating on the small and medium enterprises.Taking into consideration the above mentioned, the main goal of this paper is to study and analyze the creation and development of the image of a banking structure in Republic of Moldova.The objectives of the paper are the following:- to present a definition and characteristics of image; - to analyze the diversification, components of a bank image;- to study general considerations of reputational risk;- to determine strategies on image development for CB ProCreditBank JSC; - to present the main performance indicators of CB ProCreditBank JSC; - to analyse image development in the Republic of Moldova.In order to perform a more efficient analysis of the above mentioned notions we will structure our paper in two main chapters. The first chapter will consider the definition and characteristics of image definitions and components, their diversification for banks. In the second chapter we will attempt to make a more through analysis of the role of general considerations of image development at BC ProCreditBank S.A. At this stage the paper will explore the main performance and marketing indicators of the bank.

Chapter I. THEORETICAL APPROACHES OF THE IMAGE OF THE BANK

1.1. Components (elements, definitions), the image of the bankIn the condition of the competitive market in Moldova, one of the tools to strengthen the company's position in the market is the company's image. This raises the need to study the concept of business image that appears not as an abstraction in people's consciousness about an organization, but as an economic category that can be assessed empirically and can be managed.We plan aimed to study the concept of image in general and the company in particular, along with the factors that determine it.The concept of image, which recently came into our use comes from the English word "image", which in turn has several meanings. The complex Oxford dictionary, explained the word as[footnoteRef:1]: [1: Fombrun C. and Shanley M., Whats in a Name? Reputation Building and Corporate Strategy, Academy of Management Journal, 33,2 1990, p.233 ]

- reflection of external forms of the person or thing in a sculpture or painting;- the character or reputation generally obtained by a person, likeness, identity;- idea concept; reflection, portrait; description, imagination.In the "Explanatory Dictionary of the Romanian Language" word image means[footnoteRef:2]: [2: Dicionar Explicativ al Limbii Romne; Ediia a II-a, Univers Enciclopedic, Bucureti, 1996, p. 88]

ensory reflection of an object in the human mind in the form of sensations, perceptions or visual or auditory representations; object perceived by the senses; reproduction of an object obtained using an optical system, etc. Here are data and a number of other features, but take more than the arts, which is why they emphasize.It may be noted that a number of considerations are largely similar to the sources presented here. It can be observed some general issues related to conceptual image:The individuality of the image, which is substantiated by the fact that its formation occurs under specific conditions, particular under the influence of different factors. Of course every object is a picture and as there is no object image, there is no object without image, since even "lack of images, image is everything." The image is a mental representation of a particular object to others so that the image does not exist outside environment receptor - the addressees of the image. The image is an element of communication and reflects the characteristics of the object that is fixed in consciousness.Dictionaries define imagology as "field of psychology of dealing with scientific study, multidisciplinary perceptions, opinions, attitudes, judgment and overall image that have formed a community over time ethnic, national on another nation or nations as influence of direct contacts, through representatives, especially through imagological widespread cultural products by means of mass communication "[footnoteRef:3]. [3: Gartea SR., Strategii i tactici de cercetare a imaginii organizaiei; Analele ATIC 2003, vol. II, p.130]

Sowel Thomas said: "It would be better to say that we should dispense with images and to work only with reality. But this would be the utopian image.Reality is far too complex to be understood by any mind again. There are so many images how many human beings.[footnoteRef:4]" Thus the representation of objects or organization is an attribute of the psychic life of each individual. There may be more representation than people. [4: Dutton J., Dukerich J., and Harquail C., Organizational Images and Member Identification, Administrative Science Quarterly, 39, 2, 1994, p. 239]

The image is formed progressively over the years. For example, a country's image is formed by information obtained from the press, the statements of senior officials of the state of statistics and reports by international bodies or forms that have established contacts with that state. From this example, it is apparent the complexity of the concept of the image. Camelia Bacos stated that: "When we speak of an image, we must bear in mind that it is not just a reproductive material (after a certain technique) reality: posters, photographs or films, but is an attribute of psychic life, one of the levers which, along with word determines the communication between individuals and based on psychic ability to build mental representations[footnoteRef:5]. [5: Constantinovici S., Referitor la definirea conceptului de imagine. Imaginea ca reprezentare; // Analele ATIC, 2003, vol.2, p. 181]

The figure below presents a typology of the image.

Figure 1.1. Typology of imagesEach of us has a reference system which, according to sociologist Abraham Moles, consists of all the basic concepts of the processing knowledge acquired during life and retained in memory of views held and the prejudices that we have formed. Social groups (eg a nation) have a common reference system, that brings together common elements of that group (beliefs, attitudes, opinions, rules, principles, values, etc.)[footnoteRef:6]. [6: Constantin M., Comunicarea instituional, Studiu; Chiinu, 1998, p. 47]

The image of an organization, brand or country will be distinguished from other images of the same, it will be "personalized." Images of an organization, brand or its products and services is complementary between these components, functions effect, known literature under the name - HALLO effect, so the image of a product extends to the brand image and organization, as well as a country and vice versa. If this rule is not known and respected complementarity can act HALLO-negative effect, which will generate a negative image enlargement products or services that will expand and will affect the organization's brand image. An image is a link between some elements, which is a structural connection. The image can represent any reality whose shape it has. The possibility of this structure is called Wittgenstein "form of representation of thought".Identify key concepts and representations of image structure specific business areas, allowing professionals to develop coherent and fundamental to improve the image of organizations, countries, etc. These key concepts are composed of attributes and attributes nodal peripheral difference between them is differentiated structural significance. The absence of one of the nodal elements significantly change the overall image, while the absence of one of the peripheral elements does not change the overall structure. The core of the image is characterized by stability and low permeability (the less susceptible to changes) in contrast to the status of the peripheral, whose permeability is high, the existence of which is temporary and volatile attributes. In this respect, Jean-Claude Abric said: "Any representation is organized around a central hub. This hub is the cornerstone of representation, as determined at the same time, the significance of both representation and organization.[footnoteRef:7]" [7: Gartea SR., Necesitatea gestiunii crizei de imagine; Analele ATIC 2003 vol. II, p.186]

Central node or node structural representation provides two essential functions: 1. a generative function - which create or transform the meaning of the other constituents of the representation (by which these elements is what makes sense, value).2. an organizational function - the central node that determines the nature of the links connecting each other two representations. In this respect, it is stabilizing and unifying element representation. Central node is, moreover, a property: is the most stable element of representation, which ensures the durability of the dynamic and evolutionary contexts. It should be noted that both the above-mentioned dictionaries, as well as in the literature, the word image is given in combination with various nouns, which carry it. Thus, according to the typology of the image presented by Johannsen in 1971, which is completed and interpreted by different authors with not too much difference, distinguish: Product image / branch: the image of a particular group of products, for example confectionery image of Moldova.Brand image: the image of a specific product, for example chocolates enterprise "Joy". Picture company, organization: the image of the organization, the company entirely, for example bank "ProCreditBank"Personal Image: individual mental representation of himself, as a point of reference when choosing a product and purchase individual's self-serving opinion, attitude towards self and awareness of the need for them to buy a branded product.In the past, banks had no marketing orientation. They relied on their reputation and customers waiting to come to them. Following the economic disorders and increased competition in the financial services market, banks have realized that they operate in an environment more dinamic. They have ranged in an attempt to provide services to meet all financial requirements of their customers. Banks have had to alter their marketing strategies to meet the increasingly sophisticated and new customers increasingly volatile environment. Banks have realized that to be profitable and successful it is essential to adopt a marketing concept and to improve their customer orientation.Marketing initially entered in the banking form with "The concept of advertising and promotion" heavy emphasis "concept of advertising and promotion", the heavy emphasis of population[footnoteRef:8]. Thus competition for banking services offered, some banks have launched advertising and publicity activities which led competitors to adopt similar measures, appealing to advertisers and sales promotion specialists. [8: Solcan A., Conceptul de imagine a firmei, Economie i sociologie, 2003, nr.3, p.95]

Marketing is the bank which today must offer solutions to the permanent concern of attracting resources towards greater financial independence of banks in the capital market[footnoteRef:9]. [9: Dowling Grahame, Creating Corporate Reputation, Oxford University Press, 2001, p.91 ]

In the near future marketing will prove an indispensable management tool bank management, with a dual role: strategic, on the one hand, and on the other hand, allowing the establishment of objectives in line with the strategy chosen bank and evaluation rezultalele competition. At the same time, its role will be the implementation of a communication policy both within, and outside the bank.The aim of marketing is on the one hand to create and add real value to their products and services through the power to satisfy a human need, possessing these types of utility: the place, time, tenure, identification and conquest profitable new markets and on the other hand to show customers that the bank "sell" what they need, when they need service and quality superior to that of other banks.In the traditional view, customers are actual and potential users of products and services. The importance of satisfying those who "consume" banking products and services is reflected in the central place they occupy in bank marketing activity. In our country, the need to introduce marketing in banks and hence the establishment of Marketing Directions result from: Moldova's transition to a market economy; from specialized banks universal banks; the emergence and development of the competitive environment in the banking system; increasing the number of customers and gain business volume; increasing stringent banking system in general.If the bank wants to grow and be among the most competitive, it needs customers and we know that a satisfied customer service is the best marketing tool.

1.2. Concept of reputational riskThe notion of risk can be defined as an undertaking that carries an uncertainty due to the probability of gain or loss. In the banking business, taking risks can be investigated for its possible future benefits, such as speculative operations fmanciare or exchange markets, and the possible loss unpredictable.In general, risk taking is related to the basic function they have in savings banks, namely investment function. However, the investment risk is generally attribute, risk taking is inevitable and justify the existence of banks.As you know, banks invest borrowed resources - which are a substantial multiple of own capital. Delayed recovery of inputs causes a number of imbalances in the bank that can take different forms and can feed each other.The current period is called was risk management in banking and risk management is an extremely complex task and the importance of bank management. Usually, assuming riscun entail and higher earnings.In classical theory the risk is limited to mathematical expectation of losses that can occur when choosing one of possible variants. In this case, the risk is the losses that occur following an individual or other decisions.Economists Rastrighin L. and B. Raisberg define risk as "possible losses" thereby actually being on the classical theory of risk positions.The dictionary edited in Paris Management states that risk encompasses the four ideas:- a hint of danger or distress; factor is feared;- an idea of the cost, closely related to the preceding; measure this cost is assessed in terms of showing the seriousness of the risk;- an idea as possible of the event and expressed in terms of showing the frequency;- an idea deliberate presentation of a Hazard determinant to obtain an advantage.Academics and Dr. Emilian Costin C. Kiriescu M.Dobrescu define the concept of risk as "probabilistic term examination of the possibility of obtaining favorable or unfavorable results in a business: future event and whose production would probably cause some loss."Reputation risk is, by nature, about the position and standing of an organization in its broader context. The ascent of reputation risk to its current, prominent position on the agenda of contemporary organizations draws our attention to the complex issues associated with managing across wider boundaries in globalizing times[footnoteRef:10]. A key feature of this is the role that information and communication technologies have played in extending the time/space reach of organizations, opening up new marketplaces and bringing new strategic challenges. Many industries are experiencing so-called 'hypercompetition' (D'Aveni 1994; see also Eisenhardt 1990; Eisenhardt and Brown 1998)[footnoteRef:11], which has been exacerbated by the capacity of international data industries and electronic communications networks to facilitate access to key market information. [10: Doane, D. (2001), "The Case for Making Disclosure Mandatory", Business Insurance, September, 2001, p. 18] [11: D'Aveni, R.A. Hypercompetition: Managing the Dynamics of Strategic Maneuvering. New York: Free Press, 1994, p. 94]

The existing literature on reputation risk has tended to focus on threats and menaces in the business ecology rather than trying to understand other constituent considerations, such as trust relationships. Consultants and advisors are encouraging executives to move from post-hoc risk strategies, like insurance policies, to pro-active management of potential reputation risk[footnoteRef:12]. In this paper, we argue that the web of relationships that constitute an organization are not static, but contingent and dialectical; they cannot be reduced to a one-sided, cost-benefit economic logic of capital. We suggest that organizations need to understand how social, political, and economic changes are impacting their efforts to manage reputation risk. [12: Barr, S. (1996), "Redefining Risk", CFO Magazine, 12, 8, p.61]

Our empirical base for the exploration of these issues is financial services and we will use illustrative examples from organisations in this sector to illuminate our analysis. We have chosen the financial services sector because it illustrates some of the most potent organisational characteristics in contemporary societies: firstly, it is experiencing widespread IT-enabled modernisation; secondly, it is regarded as being in the vanguard of globalisation; finally, we can draw attention to a blend of risks ranging from technical financial notions of credit risk, liquidity risk, interest rate risk, and operational risk intermingled with more overt social constructions like reputation risk.Despite this, the academic literature on reputation is rather thin and limited to a few key pieces on its role as an intangible resource in the defence of market position; or more general discussions aimed at marketing students in business schools. The majority of published material on reputation risk is to be found in practitioner outlets. Issues currently drawing significant interest on this topic can be summarised into three key areas: raising awareness of reputation risks through current events; reporting on relevant policy announcements; and consultancy or software-based approaches to the management of reputation risks. Some key aspects of this literature are drawn together below.Based upon our synthesis of the available literature, we define reputation as a positive quality ascribed to a person or collective that is built up over time and based upon perceptions of continued competitive performance. It is a social construction that fuels trust relationships and is of particular interest in this paper with regard to commercial organizations, which tend to interpret reputation in terms of goodwill and corporate brand image. Rumelt (1984) suggests that reputation can help make a competitive position more stable and defensible. The trustworthiness associated with reputation may be an important source of 'competitive advantage' warns that the strategic asset of reputation 'takes time to create, it cannot be bought, and it can be damaged easily'.Reputation risks are defined by Veysey as:'any event which has the potential to affect the long-term trust placed in the organization by its stakeholders, thus affecting areas such as customer loyalty, staff retention and shareholder value.'(Veysey 2001b)[footnoteRef:13]. [13: Veysey, S. (2001b), "To Manage Brand Risk, Be Aware, Plan, Communicate", Business Insurance, May 14th]

The most spectacular examples of reputation risks tend to be product failures. The Firestone and Ford case provides a tragic example: faulty tires were alleged to have caused the deaths of 200 people in the USA (The Economist June 20th 2001).The demise of privatised rail infrastructure company Rail Track was preceded by fatal train crashes attributed to lack of relevant repairs to high-speed track (The Economist Oct 19th 2000). In financial services the collapse of Long Term Capital Management in September 1998, whose reputation had been wrapped up in with a whos-who of brains and brawn in international finance came perilously close to causing a catastrophic failure of the global financial system (The Economist Aug 31st 2000).Reputation risks can also relate to market failures associated with strategic miscalculations and marked by a variety of timeframes ranging from the slow corrosion of customer base experienced by the traditional Marks & Spencer's brand to the 'e-shock' of disintermediation by IT-enabled modernization[footnoteRef:14]. While these reputation risks might be regarded as part of the expected uncertainty of innovation or competition, a further characteristic of reputation risk is its capacity to fly in from the margins to take center stage. David Abrahams warns organizations to: [14: De Kare-Silver, M., e-shock: The New Rules, Houndsmill: Palgrave, 2000, p. 82]

'be aware of all potential risks to brand, including 'left field' risks that might not be immediately obvious. Don't just concentrate on the risks that look like they are 'the bigger ones'(in Veysey 2001b)The volatility of reputation risks stems from their entanglement with political tensions, particularly those emerging from shifting definitions of stakeholder relationships. These may lie between regulators and the organization, or with the public who have constructed agitated views of social responsibility (for example, the use of child labour in the production of goods in developing countries). The source and precise nature of reputation risks are difficult to predict; indeed the issue that eventually provokes outcry may have been in existence for a significant period. When they actually erupt reputation risks can engross the whole enterprise and demand considerable management attention'.The broader ramifications of a decline in reputation reverberate beyond organizational boundaries with potentially negative consequences for local communities in which staff and customers live or, in the case of larger companies, national economies. Our major critique of existing, particularly practitioner, approaches is that they are rather narrow and show a distinct bias toward more immediate corporate concerns. For example, note the emphasis on shareholder value in Veysey's rendering above and the dominance of legal and commercial issues in Eisenberg's version here:'[Reputation risks threaten] the current and prospective impact on earnings and capital arising from negative public opinion that may expose the institution to litigation, financial loss or a decline in its customer base.'(Eisenberg 1999)[footnoteRef:15]. [15: Eisenberg (1999), "Broader Horizons, Credit Union Management, 22,3, p. 38]

Furthermore, there is a tendency to approach the management of reputation risks as if they were similar to other, more tangible risks; indeed Fombrum (1996) refers to the notion of 'reputation capital'. The aim of many of these methods is top-down control rather than management, with a linear determination to identify the risk and its causal factors, measure it, benchmark it, and thereby neuter it (for example, Kartalia 2000). There is also a temptation to automate, using incident databases that track events and monitor media, based upon the belief that:'Firms that professionally manage and protect their reputations with fervor and technology will be the competitive winners in this very risky age.'(Kartalia 2000)[footnoteRef:16]. [16: Kartalia, J. (2000), "Reputation at Risk?" Risk Management, 7,47, p. 51]

Such approaches are mainly reactive and only scratch the surface of complex relationship issues. We suggest that reputation risks are not like other risks, and by their nature challenge our capacity to identify them or neatly predict their scale or scope. This is part of what makes it so difficult to persuade the necessary people to commit resources to their management, and makes them so profoundly worrying for those who sense their existence. Doane (2001) maintains that only 5% of companies listed on the UK FTSE 100 index produce verifiable environmental and social performance reports. For most other companies the management of reputation risks, if it is addressed at all, is delegated to their marketing departments. A perilous way of addressing a form of risk acknowledged to be pervasive, regarded as the responsibility of everyone in the organization, and for which the board themselves may find themselves held responsible - indeed, chased down in person by TV cameras.Although concerned by the technology-driven, limited calculative rationality of some approaches to reputation risk that we found in the literature, we were inspired by the high level of interest in managing reputation risks. Evidence in the published case studies indicates that managers are reaching out for a broader approach to understanding of reputation risk from a stakeholder perspective, focusing on trust relationships. For example, Barr (1996) reports on risk management processes at Brinker International where executives take part in a cross-training program working in their restaurants to give them a sense of day-to-day business operating risks. Risk managers are encouraged to assimilate their experiences and move their thinking to a higher plane that they call borderless risk management.Financial services are a core industry providing essential intermediary facilities for key economic exchanges ranging from consumer purchases to pensions, mortgages, savings and loans. The IT-enabled international expansion of major financial services corporations has put them on the front line of the globalization debate, attracting the scrutiny of regulators, non-government organizations, investors and the general public.Underlying practitioner concern with reputation risk is an awareness of interpenetrating or 'blended risks'[footnoteRef:17] and the increasing porosity of boundaries between the company and society.Some managers realise that their work, work life and company policies are influenced by changes in broader societal conditions; however, their focus and time pressures restrict much of this from view. From necessity most practitioners become wrapped up in short term, present-time consciousness. However reputation risks tend to connect with the long term, and issues that hover on the margins, which are not susceptible to analysis using the same type of approaches used to counter operational risk. [17: Cates, D. C. (1996), "Managing Risk When You're Reinventing the Bank", Banking Journal, October, pp61]

The notion of reputation risk could be regarded as 'just another management fad'; however, we believe that it reveals significant re-configurations of trust/risk relationships in contemporary organizations. Whilst we understand the concerns regarding reputation risk, organizations need to be careful not to leap at reductionism, or pseudo techno-scientific 'solutions'. It is our contention that trust cannot be reduced to contracts, and reputation risk cannot be reduced to isolated variables. In the next section we would like to add some broader societal concerns to the organizational issues that we have already raised, in order to connect the issue of reputation risk to wider academic debates.

1.3. Model for assessing the image of the bankSpeaking strictly to the subject, the image of an organization is based on "images", positive or negative, that individuals that make up an audience about their organization. But these images that individuals have in their mind that they have the structure for the different situations that are instantiations of the same social representations. The image of an organization of a type of mental model that certain audiences and individuals that compose it is (most often unconsciously), no matter what they think as individuals. The image of an organization is "as a concept or a description containing information cognitive, affective and sensory. The image consists of information that individuals accumulate on the organization, which receives a first and then organize "their data banks" in a very personal manner. First, the individual discern and identify the information on the organization and then stores them in a certain configuration in which certain information is more relevant than others. Some "parts" are close to each other, others more distant. What is important to know is that the concept (image or model - Ed) that the public and forms of organization it begins to function as a database interconnected"[footnoteRef:18]. [18: Maria Schuler, Management of the Organizational Image: A Method for Organizational Image Configuration, Corporate Reputation Review, vol. 7, No. 1, 2004, p. 37]

A. Public image and brand associations. So the image of the organization can not be identified with actual image formed in the mind of an individual belonging to one of publics, but the model that arises by interconnecting or overlapping images in the minds of particular concrete; image of the organization is therefore the psyche containing group, not individually. "The image of an organization could thus be compared with a bunch of data (by analogy with bunch of grapes) or a molecule so that if one of the data is acknowledged, some other are triggered as a result, because they are connected to each other". Let's take an example. Suppose XEROX name is the central core of an organizational image; on hearing this word, the more they will associate their minds copier term (and not the "computer" or "camera"). Thus, in the minds of those that make up a particular audience, there is a strong association between the name and the concept XEROX copier. Basically, the name is strongly linked to the Xerox copier, a bond as strong as that between two atoms of the same molecule. Invoking the name immediately attracts invocation to the product associated with the Xerox holds the leading position.Basically, an institution is the brand name or the name under which that institution was built brand identity that institution. Associations with this name in the minds of individuals forming publics institution will be more and more powerful (molecule will have more atoms or clusters more beans!) If "is based on many experiences and exposure to communication, unlike a number less experience. It will also be stronger when it is supported by a number of other links. Thus, if the link between children and McDonald's would be based only on some ads that show kids at McDonald's would be much weaker than the situation where the link involves a network of mind that involves experiences and celebrating birthday at McDonald's, Ronald McDonald games and dolls and toys McDonald's McDonald's"[footnoteRef:19]. [19: David Aacker, Managementul capitalului unui brand, Editura Brandbuilders, Bucureti, 2005, p. 138-139]

We can say that an bank's brand image corresponds to the mental representation of a particular social group; image structure is exactly the structure of that representation. The core representation consists of brand name and its strongest associations. Peripheral system of social representation of an institution shall consist of all sorts of particular experiences and idiosyncratic associations generated by certain particular experiences that individuals that make up a particular audience they had with the institution. Representation or image of an institution does not necessarily entail reporting and other institutions to competition. On the other hand, determining the positioning (and reputation) an institution requires reference to similar institutions competing institutions. An institution well positioned "will have had an attractive position in terms of competitive, supported by strong associations. We have a high score in a desirable attribute (and friendly service) will occupy a position clearly different from the competition - such as being the only store offering home delivery. A "brand position" truly reflects how people perceive a brand. However, the "position" or "positioning strategy" may be used to reflect how a company trying to make levied. The phrase "Cadillac car is positioned as a quality comparable to that of the brand Mercedes could say that Cadillac brand tries to be perceived in this way, but not necessarily because he failed to do so"[footnoteRef:20]. [20: Bromley, D.B. (1993), Reputation, Image and Impression Management, Chichester: Wiley]

In addition, in determining a company's reputation must be considered not only the image, not just position against the competition, but also knows how to manage relations in terms of accountability to a range of social and economic systems which maintain relationships.Associations that exist around a mental institution name determines its publics, as I have already said, the value of that brand name, good perception of brand identity, brand value and thus poignancy public image of the institution. Specifically, existing associations in the mind of an individual in relation to a brand name helps it to collect and process data about the institution, on its activities and about the brands they manage (if it is a monolithic identity or guarantor respective brands). Second, the association with the brand name helps good perception of the institution's identity, differentiation and positioning; third, provide good reasons individuals of different audiences or to enter into relationship with the institution, or buy brands they produce. Fourth, more associations with the name in question may create a kind of emotional poignancy and under report; thus, most often creates multiple associations or induce positive attitudes and feelings. Fifth, strong associations with an institution creates its ability to introduce various brand extensions.Thus, the set of powerful associations (attributes) around an existing brand name of institution or organization determines the core of the image node institution or social representation on the institution. Once we have established this, we clearly an important theoretical issue. However, image analysis and management of an institution must, in most cases, a specific activity with concrete and accurate results. More specifically, the purpose of an institution that is interested in its image is very precise: to determine what image is in the minds of individuals that make up one or another of its publics and to try to change that image in the desired direction (determined by the often, by trying to create a new identity that institution). Therefore, any management strategy or management of an institution's image involves two distinct phases:a. Configurtion accurately the actual image of the institution or organization;b. The results determined in the first step, proceed to change those elements that are not consistent with the institution's new identity.B. Configuration of present image of an institution. Because the image of an institution is precisely the social representation of that institution, research methodology used to highlight the social representations should be used to highlight the image of the institution. This I will do and we continue. Specifically, we present a method to configure social image of an institution inspired by European research conducted by S. Moscovici and JC Abric on social representations. The method, in all its details, we find used articulated research conducted by Maria Schuler, a recognized specialist (Universidade Federal do in Rio Grande do Sul, Brazil) in the public image. Overall, this proposed methodology for determining the image of an institution or public organization involves the following six steps:a. Identification of audiences organization (segmentation and profiling segments);b. Selecting target audience (the highlighted segments, these segments are chosen to be investigated);c. Selecting a representative sample of qualitative research phase;d. Achievement of qualitative phase of the research, which involves identifying image attributes for a specific target audience and to identify the central nucleus of the image;e. Achievement quantitative phase of research, which involves measuring the perceived importance and satisfaction through image attributes and attributes in grouping factors;f. Presenting of results in a graphical form[footnoteRef:21]. [21: Churchill JR. G.A., J.P. Peter, Marketing - creating value for customer, Irwin Inc.&Austen Press, Burr Ridge, 1995, p. 88]

Lets take each step alleged research methodology and see specifically what is this:a. Identification of audiences organization. Identify some key publics of the organization is absolutely necessary first step in configuring the present image of an institution. Why is this necessary first step? Because different audiences will have different images on one and the same institution. Or, identifying key audiences are identified and possible images that can later be configured. What is the reason for which to do so? "Putting all audiences together in one and the same research could result in a scattered pattern, without focus, which would provide a communication manager insignificant help in making future decisions. On the other hand, treat each part of the public could result in a simpler and more accurate image (or rather, a series of images simpler and more precise - Ed).b. Selecting a target audience. Depending on the immediate and future interests of the institution that elected public institution whose insight is essential in making a certain category of decisions. It is not excluded the possibility that some or all of an institution's audiences are considered and investigated. Obviously, the steps in the research will follow a specific audience and other research. In most cases, the tiered approach to audience one by one, seems to be the most suitable alternative can be adopted.c. Selecting a representative sample (for each public side). Therefore, in this stage, selecting a representative sample for a particular target audience to conduct qualitative research phase and consists of selecting 12-15 random individuals to be interviewed.d. Qualitative research. This phase of the research is conducted to identify image attributes based on interviewing individuals in the sample of the target audience. The interviewer is looking for a central element or an attribute belonging to the mental model that is connected with the organization (eg, business name, logo, etc.) and use that element as an incentive for respondents without making any explicit connection with other elements or attributes. Given this central element, which is called "induction period" (TI)[footnoteRef:22], the interviewer encourages respondents to express, in a natural and spontaneous manner, their ideas are suggested by the term inductor. During the interview, the interviewer can use questions such as those listed below, using as inductor within the brand name of the company. [22: Kim W.C. and Mauborghe R., Creating New Market Space, Harvard Business Review (Jan-Feb. 1999), p. 83]

The interview is not the only way you can go to achieve significant results in this phase (can be used, for example, tests of association). However, the experience of testing tools, use these questions in the interview is sufficient to stimulate highlighting the main attributes of the image of an organization. The answers will be recorded for further analysis.Analysis of the data collected in this phase will be carried out in two stages. The first stage consists of a content analysis of the interviews. The purpose of this analysis is to list those interviewed ideas or feedback, thereby generating image attributes studied organization. This stage of data analysis is the most delicate because it depends on the researcher's ability to extract the essence of the interviewees textual words used to generate attributes that can be expressed in a few words so you do not become repetitive.In the second phase of qualitative research, attributes generated content analysis will be processed again, this time observing the frequency and order of appearance. This will create a list of all the attributes mentioned. Whenever an attribute is mentioned first, he will receive the value of 5; when it is mentioned in the fifth, will receive the value 1. When an item to be mentioned after the fifth place will not receive any value. A simple assembly at the end of the table gives us an index immediately on the order in which attributes were mentioned. Another column will contain citations frequency values. This column will show the total number of mention of an attribute.To determine exactly which of the attributes determines the central nucleus of the image, the following procedure will be adopted. We have developed a scale of values from 1-96 (in this case) corresponding to the largest total identified. On this scale will be created four intervals. Values range between 96-73 generated will contain the attributes considered to be included in the central nucleus of the image. Range between 72-49 will be considered first periphery, and the interval between 48-25 will be held the second periphery. Values less than 25 will result in the inclusion of the relevant attribute in the image periphery. Maria Schuler states that this procedure was developed by European researchers of social representations (abric, Minayo, Moscow, etc.) who used the same criteria on the frequency and order to determine proximity. Finally, the image attributes in different neighborly relations is determined by the idea evoked by the term inductor.

Figure 1.2. Image attributes

e. Quantitative research. Quantitative phase of the research is to measure perceived importance and satisfaction on image attributes. During this phase, the attributes are organized into factors (factors on the importance and satisfaction factors)[footnoteRef:23]. Measuring the perceived importance of attributes is a form to capture more information about the image data outlining the organization studied. By testing the instrument, you may find that there is a significant relationship between the total amount resulting from qualitative research phase, and evaluate the importance of each attribute. Found attributes with high average importance in the periphery of the image and attributes with low average importance in the central nucleus of the image.Determining factors helps the organization to understand the importance of networks created within the mental model of the organization of the group studied. Each factor generated close interconnection means between a group of data (attributes) of the model in accordance with the idealized image of the organization that has the public. [23: Cristea D., Psihologia industrial; Ed.Didactic i Pedagogic, Bucureti, 1992, p. 112]

On the other hand, measuring respondents' satisfaction on every attribute of image communication manager provides an idea of the distance between the idealized organization for the public, and how current public sees, perceives. Satisfaction factors helps the manager to understand communication networks attributes, how they are interconnected with the public satisfaction actually generated by the organization studied.

Chapter II. CREATION AND DEVELOPMENT OF BC Procreditbank JSC IMAGE

2.1. Analisys of the image of the CB "Procreditbank" JSCCommercial banks in Moldova promotes a more institutional communication policy and less informative. Only two largest banks combine both these elements Moldova Agroindbank BCA, BCA Banca de Economii. Public relations consist in the design, implementation and control of a permanent policy of information and communication in order to establish, maintain and develop both inside and outside a group of trusting relationships with the public, which determines the existence and development (staff, media, economic, social, administrative, etc.)[footnoteRef:24]. Given Moldova although public react very poorly to the banks proposing and all action taken by them, especially individuals who in most cases have no idea about the activities of one or other fully banks, commercial banks tried to inspire some phrases favoring a certain extent the bank's image as: BCA Universalbank - Experience allows to be strong; BCA Fincombank -We will provide a guaranteed future; BCA Moldincombank - always at your disposal, BCA Social Bank - Fairness, Universality, Stability, BCA Eximbank- deserve to be with us. As mentioned above one of the basic elements of communication policy is the public relations, which eventually being conducted by a whole range of measures among them the following can be mentioned: [24: A.Burciu Activitate bancar internaional, Bucureti 2003, p.165]

permanent: meetings, media relations, brochures etc; data set: open days, seminars, congresses, exhibitions etc; Foreign: news, prescribers, distributors, shareholders, suppliers, authorities, consumers; internal personnel, subsidiaries, sales network etc. actions qualitative objective: to create an environment conducive to business activity has a positive image and high reputation.The ProCredit group comprises banks and financial institutions providing banking services in emerging economies and developing countries in Eastern Europe, Africa and Latin America, as well as in Germany.ProCredit banks are responsible banks. This means, in the countries in which we work, we aim to: be the house bank of choice for the very small, small and medium-sized enterprises which create jobs and drive economic development, and provide secure, fair and transparent savings and banking services to ordinary people who are looking for an affordable bank they can trust.The history of the ProCredit group is a rich one and forms the basis of what they are today. The first ProCredit banks were founded more than a decade ago with the aim of making a development impact by providing loans to help small business to grow and offering deposit facilities that would encourage lower-income individuals and families to save. The group has grown strongly over the years, and today are one of the leading providers of banking services to small business clients in most of the countries in which they operate.On December 17, 2007 Commercial Bank ProCredit Bank JSC received the license for financial activities. It is an international bank with 100% foreign capital and with shareholders exclusively from Germany and the Netherlands: ProCredit Holding, Germany (82.09%); KfW, Germany (14.1%); and DOEN Foundation, the Netherlands (3.81%). The bank is part of the international ProCredit group, which operates in 22 countries inEastern Europe, Latin America and Africa, as well as in Germany. ProCredit Bank is a stable institution dedicated to the long-lasting development of very small, small and medium-sized enterprises. We aim to play a role in the development of these enterprises by investing the time to truly understand their needs and by providing banking services which are tailored to the specifics of our clients businesses.ProCredit Bank offers a wide range of secure, simple and accessible banking services. We believe that saving is essential for a stable future, which is why we pay special attention to fostering and developing a savings culture among our clients. ProCredit Bank aims to set new quality standards for its services. Furthermore, by offering these services in a transparent and open manner, we are contributing to the publics growing trust in banks.ProCredit Bank in Moldova is part of the ProCredit group, which, in turn, is driven by the parent company in Frankfurt. ProCredit Holding is the majority shareholder of ProCredit Bank in Moldova, covering 91.7% of the shares. ProCredit Bank in Moldova was founded in December 2007 by a group of international investors alliance oriented development. The goal was to create a new type of financial institution that meets the requirements of small and medium businesses in a socially responsible way. The primary objective was not to profit maximization in the short term, but rather to strengthen the financial sector and contribute to long-term economic development, while obtaining a return on investment.ProCredit Bank launched its operations banking market by offering a wide range of commodities. Unlike many competitors bank offers deposit products readily available that are tailored according to customer needs. According to the concept of neighborhood bank, the bank focuses on target groups that are often neglected by conventional commercial banks, including low income, seniors and children. Savings products that we provide, such as savings accounts and account ProKid banner for children, were easily accepted, especially for people who wants to gradually build a savings base by placing small amounts without the burden of maintenance fees and wish to have access to their funds at any time. Over nine years, the company has become well known financial ProCredit in Moldova as the lending institution.This created a new challenge in terms of the public perception of the brand ProCredit now offering the full range of banking services. During the year, we have tended to position ProCredit Bank has gained recognition in the market for new institutions. This is achieved by carrying the image of two campaigns, the first provided to support the bank's operations in January and the second in autumn, which have increased public confidence in the wide range of banking services.All bank employees comply strictly ProCredit Code of Conduct and receive continuous training on procedures and company policies. However, the Internal Audit Department is the key tool that ensures compliance with the Protocol; he controls all spheres of activity independent of the bank and report the findings identified in management's attention.Employees who demonstrate initiative, strong professional skills, intellect and creativity suntvalorile the price of ProCredit. With enthusiasm and commitment to the values of corporate social responsibility helps to pay bank customers high quality services. In 2013, they focused on building infrastructure and institutional capacity of the new banks, including the recruitment of 290 employees. The main challenge on this front was the small number of qualified applicants in the regions of Moldova. A large number of young people have emigrated abroad in search of better paid jobs and those who chose to remain prefer to work in the capital.To earn the trust of our clients have to offer excellent service, this is part of our identity. For us, customer service means: transparent and honest communication and targeted to customer needs and resolve them quickly and efficiently.ProCredit Bank thus meets the ten determinants of service quality perception, namely: 1. Accessibility - service or product offered must be accessible to customers at any time. Access includes a suitable location, convenient hours of operation, etc. For this purpose, the most appropriate measure would be widening network of branches, subsidiaries, agencies and work either orientation alternative distribution channels. 2. Credibility - the bank must have its credibility with clients. This credibility can be improved through effective communication with customers through advertising. 3. Degree of knowledge - after internal marketing actions appear very important work aimed at identifying customer needs and wants. The proper and timely knowledge of customer needs and wants depends on the bank's ability to maintain market through an offer always comes clients' needs. 4. Trust - the organization has to win customer trust and maintain it. Between trust is invested with a bank and customer perceived risk are closely connected. 5. Safety - products and services should be safe. 6. Knowledge - bank staff must be able to effectively manage client funds, provide prompt and accurate information requested by clients. 7. Communication - is central bank's communication with customers in order to present all the advantages and benefits arising from the use of a product or servicu. 8. Courtesy - bank staff should always be courteous and attentive to customer desires. 9. Availability - staff must be operative in services so customers do not spend more time than necessary in the bank premises. 10. The physical aspects - branches have open spaces to eliminate barriers between client and staff are well lit and create a pleasant atmosphere for both clients and staff.Part of the overall mission of the ProCredit group is to set standards in the financial sectors in which we operate. We want to make a difference not only in terms of the target groups we serve and the quality of the financial services we provide, but also with regard to business ethics. Our strong corporate values play a key role in this respect. Six essential principles guide the operations of the ProCredit institutions: Transparency: We provide transparent information to our customers, to the general public and to our employees. For example, we ensure that customers fully understand the terms of the contracts they conclude with us, and we engage in financial education in order to raise public awareness of the dangers of intransparent financial offers. A culture of open communication: We are open, fair and constructive in our communication with each other, and deal with conflicts at work in a professional manner, working together to find solutions. Social responsibility and tolerance: We offer our clients sound, well foundedadvice. Before offering loans to ourclients, we assess their economic and financial situation, their business potential and their repayment capacity.On this basis we help them to choose appropriate loan options from which they can genuinely benefit, and to avoid becoming overindebted. Promoting a savings culture is another important part of our mission, as we believe that private savings play an especially crucial role in societies with relatively low levels of publicly funded social welfare provision. And we are committed to treating all customers and employees with fairness and respect, regardless of their origin, colour, language, gender or religious or political beliefs. Service orientation: Every client is served in a friendly, competent and courteous manner. Our employees are committed to providing excellent service to all customers, regardless of their background or the size of their business. High professional standards: Our employees take personal responsibility for the quality of their work and always strive to grow as professionals. A high degree of personal integrity and commitment: Complete honesty is required of all employees in the ProCredit group at all times, and any breaches of this principle are dealt with swiftly and rigorously.These six values represent the backbone of our corporate culture and are discussed and actively applied in our day-to-day operations. Moreover, they are reflected in the ProCredit Code of Conduct.All of the banks belonging to the ProCredit group set high standards regarding the impact of their operations on the environment. ProCredit banks take a three-pronged approach to environmental challenges: Pillar 1:Internal environmental management systemProCredit Bank Moldova is putting in place an approach to better understand and improve the sustainability of its own energy use and environmental impact. As a matter of policy, the bank pays careful attention to environmental issues when opening a new branch or refurbishing an existing one. For example, all of our furniture is made from chipboard, a recycled material. We now use energy-saving light bulbs and plan to switch to LED lamps in the very near future. To further protect the environment, we no longer install energy-intensive equipment, such as large air-conditioners. Environmental issues are an essential component of the training provided to ProCredit Bank staff at the local, regional and international level. For example, for their final project, participants in the Young Bankers Programme are required to develop a blueprint for a green business that would not only do no harm to the environment but would even help to improve it. The bank has designated an Environmental Coordinator to be responsible for monitoring our environmental performance, and co-ordinating efforts to improve it. Pillar 2:Management of environmental risk in lendingProCredit Bank Moldova has implemented an environmental management system based on continuous assessment of the loan portfolio according to environmental criteria, an in-depth analysis of all economic activities which potentially involve environmental risks, and the rejection of loan applications from enterprises engaged in activities which are deemed environmentally hazardous and appear on our institutions exclusion list. By incorporating environmental issues into the loan approval process, ProCredit Bank Moldova is also able to raise its clients overall level of environmental awareness. Pillar 3:Promotion of green financeProCredit Bank Moldova aims to promote economic development that is as environmentally sustainable as possible. In 2012, they launched a programme of green financeservices consisting of energy efficiency loans for private clients as well as for businesses. This initiative will also involve building relationships with suppliers of environmentally friendly equipment and services, and encouraging them to offerservices bearing the EU standard energy efficiency labels. The bank aims to use its green financeservices and approach to increase public awareness and understanding.After more research carried out may be established a general implimetare management systems in banks cmerciale, focusing on financial management and less on the human resources. Procreditbank, is one of the few banks that have effective systems impliment Ataz management of financial resources as well as human resources, which should successfully implementing this and other local commercial banks.

2.2. The estimation of the reputational risk of the CB "Procreditbank" JSCReputational risk is the potential loss that estimated profits of the bank or failure due to lack of public trust in CB "Procreditbank" JSC. Reputational risk profile was adopted "low" on the basis of maintaining public confidence in the integrity and business partners of CB "Procreditbank" JSC and its economic and financial position. Reputational risk management is achieved by: making steps to attract the best partners, both in terms of customers and suppliers; recruiting and retaining the best employees; minimize disputes; Strict regulation of the activity; Crisis prevention; that permanent strengthening bank credibility and confidence of shareholders; permanent improvement of relations with shareholders; creating a more favorable environment for investment and access to capital; continuous and open communication with stakeholders (shareholders, media, customers, partners, employees, authorities etc.).To widen access to bank credit cards were offered, being certified as Principal Member of the VISA International. Debit cards offer customers a secure and convenient access to their funds and allow them to execute transactions by transfer in any corner of the world. Department of Finance and Operations Documentation provides effective service to national and international money transfers, whose number has grown steadily during the year. In December 1288 ProCredit Bank has facilitated national payment and 100 international transfers, last totaled EUR 9.9 million dollars, compared with 1.3 million dollars in the first quarter of 2008. The bank's quality true "neighborhood bank" ie bank that is close to its customers and understand their needs, ProCredit Bank aims to become the number one provider of high quality banking services in Moldova.Credit risk is the main risk in the work sphere ProCredit Bank and its management may be reduced to three essential elements: team of experts trained officer, lending methodology proven and well developed organizational structure and procedures. Bank focuses on developing long term relationships with customers. In terms of risk, the advantage of this approach is that deep understanding of each client's financial situation and its exposure to risk in the loan disbursement process. Lending decisions are taken by individual credit committees both at headquarters and in the representation. They adhere to the limits defined credit approval and reject simplistic models used to estimate credit risk. Bank's approach to credit risk management enabled the company to achieve an increase ProCredit financial firm and viable over the years, and exactly the same approach and has demonstrated efficacy in ProCredit Bank. Credit experts maintain close relationships with customers in maturity, while Risks Department monitors the portfolio segments to assess the impact of changes in the macroeconomic environment. Loans overdue more than 30 days showed a value of only 0.53% of a gross loan portfolio at the end. Given the fact that we serve a large number of customers small and medium business owners who operate in a variety of sectors, bank loan portfolio is highly diversified. 96% of loans disbursed in 2013 were in amounts between 1000 and 10 000 USD, while the average disbursement amounted to US $ 5111. Ten largest exposures made up 15.48% of bruto portfolio. A total of three loans written off losses led to the formation loans worth only US $ 5612.However, ProCredit Bank is cautious in allowing depreciation Loan creating adequate provisions to cover risk portfolio with 277% at the end. ProCredit has always led the conservative principles in its lending operations.

Figure 2.1. The share of current loans at BC ProCredit Bank S.A.Although the international financial crisis has had little impact on the Moldovan economy, the Bank has focused on credit risk management in view of possible developments locally and globally in the coming year. They reviewed the procedures for requesting and approving the consolidated financial analysis and business customers to include additional factors. The recent implementation of a new managerial positions credits representations coordinators will strengthen training for officers and experts will enhance the bank's ability in managing arrears in 2013.We must understand that the financial institution carries an increased risk compared with another undertaking. This is the reason that financial institutions operate with financial resources attracted from abroad (investors, depositors, partners) for bearing full responsibility.The financial institution in any case is interested in developing business customers as a sustainable and fruitful cooperation is for the institution, but the risk of default of bonds can affect any financial institution very stringent, causing considerable losses.2.3. The development of the new elements of the image for the CB "Procreditbank" JSCFor getting profit, CB "Procreditbank" JSC take risks specific to this process given the prudential requirements imposed by the national regulatory justification assumed risk exposure, risk sizing so the loss produced by materializing can be considered normal activity and internal and external image of the bank. Banks should take decisions related to the results and risks wishing to undertake to reach these levels, knowledge and application of key measures for future decisions on the relationship profit-risk together constitute a central objective of bank management.For banks operating in countries with economies in transition, and public image maintaining customer confidence on the market dictates perception of institutional soundness prevailing on financial literacy, which requires special attention to managerial policy development capital base. Problems arising naturally refers to the size of their capital requirements of banks.The economic principle that they must absorb unexpected losses through minimizing the risk of insolvency, to the extent that the current profit is not enough, a attempt to answer an offer modeling scenarios, in order to forecast the rate of return assets.Customers are different and their behavior requires knowledge of efforts by marketers to identify their preferences, needs and desires in order to create new bank products and services.One of the most important business variables on which the institutions can not control, but trying to influence, in the desired direction is the consumer. Market segmentation and typology are processes that must be viewed through the prism of those advantages which correspond to the aspirations of an organization. If all customers would have the same needs, the practice of providing all of the same product/service should be the only mass marketing strategy. But, segmentation and typology have emerged and developed because of its diverse needs, for which marketers have sought and seek appropriate solutions.Marketing strategies used to address current and potential clients have as a starting point to know the existing situation, the problems they face, the future trends in complex products and services using advanced technologies, but also the importance of customers for banking institution.In assessing the quality of the benefit of the institution, assessing the customer attaches to products and services, remains definitive. Thus, we consider the relationship bank - image is a reference parameter, non-values by nature, but with significant influence, became measurable in each moment of analysis, using figures from both the central and local level.To control the quality of provision of services and products, CB "Procreditbank" JSC select permanent staff prepared and ensure its training to offer quality services and products; monitor customer satisfaction by monitoring their behavior and establishes certain procedures to include any suggestions or complaints; ensure distribution methods that provide a consistent and acceptable level of service/product.We believe that, by ensuring an improved quality of banking services and products, the institution benefits of competitiveness and a high degree of trust from customers in the long run.Obtain maximum results from the promotion, marketers involved in the efforts to plan, implement and coordinate all elements of communication process. An effective communication process depends largely on the information held about the market in general and especially potential customers.Integrated Marketing Communications provides solutions for effective coordination and control of all promotional activities, ensuring consistency in the business environment more dynamic. An effective promotional policy is leading to attracting new customers, and keep current customers.The entire action to promote involve a mix of promotion include: advertising, personal selling, sales promotion and advertising, public relations. The purpose of these components is both to inform potential customers about the opportunities offered by the service/product, but also to persuade them to try him or to remind them of the benefits envisaged when they used the service/product. Analysis techniques and promotional tools are important in designing the promotional mix, promotional strategies and techniques because each technique and instrument lead to advantages and disadvantages which may result in some structures of the promotional mixand timing of activities. Using modern techniques to promote banking products and services is emerging in Moldova.CB "Procreditbank" JSC has realized that to communicate with the Internet is a brand communication, very important in marketing, starting from research, market studies, competition, listening to consumers, and not least the dialogue with them. We use the Internet to inform us and to take a decision to an acquisition. Use of this channel provides an opening to an incredible world of information.We believe that choice, as a way of promoting the image and the products and services, search engines, is currently an effective way (in terms of costs) and very simple which facilitates access to reading the message addressed to a target markets. It is a very good guidance for the customer buying process. Translated text in messages must be thought from a customer perspective.CB "Procreditbank" JSC to achieve desired results, you must build web pages with specific content, to give people access information they clear about the range of products and services. Currently, banks should be more concerned with turning the online environment and its integration in institutional or commercial promotion strategies. This banking institutions online platforms and blogs of interest, leads to an advantageous solution for active banks.Bank products and services will be presented convincing methods and effective forms of advertising and publicity, customer option for CB "Procreditbank" JSC services the proof of the capacity of persuasion by these measures. For this, the bank will design a program of advertising and publicity that will provide systematic information on working capacity of bank products and services, the most interesting ways with customers, customer benefits after their collaboration with the bank.The CB "Procreditbank" JSC will work to promote a distinct images on the banking market both domestic and foreign markets.The image policy, the bank will provide an identity that set it apart from its competitors.B.C.R. will remain on the market based on the following criteria:"Customer confidence in the stability of the bank and its financial capacity;"The quality of our products and services;"The quality of staff;"A good reception to customer and market demands and involvement in matters of business partners;"Customer satisfaction at a reasonable cost.CB "Procreditbank" JSC seeks to promote the image of a number of objectives: customer information, persuading them to purchase services, recalling supply service to competitors repositioning and brand image promotion.Currently, implementation of advanced technology and innovation to bring radical changes in the distribution system of banking products and services, creating new distribution channels, which call for connections to telephone or electronic. CB "Procreditbank" JSC want, that their services and products to be known to a larger number of customers, so that appeals to a relatively new concept in Moldova Alternative Distribution Channels.It is known that the CB "Procreditbank" JSC faced with significant changes lately due to their development needs and desires of customers, increased competition, technological innovation, which led to the introduction of electronic services in banking offers a viable alternative to traditional banking services. These types of services are divided into three categories: Internet Banking, Home Banking and Mobile Banking that allow carrying out banking transactions through Internet - connected computer (Internet Banking and Home Banking) or phone (Mobile Banking).We are in a new stage of human civilization, which involves intensive use of information with a strong social and economic impact. Access to information contributes to the development of modern society that trains continue increasing the volume and diversity of information processing and information and communications technology, leading to an information society. We believe that success is influenced by the redesign of banking institutions and diversifying services and products so as to converge not only to achieving customer satisfaction, but to attract them using the well thought out marketing strategies.Information obtained by this research allow us to say that in general, consumer reviews of the impact on their promotion of modern technologies - whether it comes to students, or graduate - are favorable, which means that CB "Procreditbank" JSC enjoy a positive image among consumers regarding its activity.Implementation and development of technological innovations offers CB "Procreditbank" JSC and customers many advantages: (for banks): saving time, staff orientation to consulting activities, diversification of products and services, enhance the effectiveness, increase efficiency and competitiveness of banking; (for customer): saving time, convenience in managing accounts, both in country and abroad, performing real-time transactions, lower fees than those charged to the bank teller, but higher interest rates and deposits Internet banking.

CONCLUSIONS AND PROPOSALS

The condition that the competitive market in Moldova, one of instruments for strengthening the company's position in the market is the image company. This raises the need to study the concept of image of the company not as a abstraction that occurs in people's consciousness about an organization, but as a economic category can be evaluated empirically and can be managed. The image is a mental representation of a particular object to others so that the image does not exist outside environment receptor - recipients image. The image is an element of communication and reflects the characteristics of the object which is fixed in consciousness.Financially, a good image is obtained increases during the maximum revenue (delay effect) and can reduce the time required for company recording financial indicators compared to industry averages (effect leading indicator).Favorable image and reputation are formed especially when consumer is offered a real advantage, but apparently not. Marketing Communications have become an essential factor in ensuring the success of the company and assume transmission of messages to targeted segments of the audience in order to attract consumers and get them to buy and consume. Thus, firms thatactive in various fields and spheres of activity promotes its continuous activities of consumers and customers, focusing on achieving some objectives: to inform, to persuade, to require consumers to act. These objectives can be achieved by using advertising, public relations, stimulating sales, direct marketing, fairs and exhibitions, etc. At the same time, it is particularlyimportant to ensure synchronization information to be communicated to all these promotional activities.Of all the analyzed can mention that in the course of bank marketing plays an important role in terms of proper management of the bank expenses regarding development of new banking products, market research, implementation of new policies and strategies to ensure a certain level of profit and satisfy consumer preferences. In the field of banking, marketing is directed both to increase the number of clients, as well as systematic improvement of service quality to them. Specifics of marketing in banking sphere is that commercial banks are interested not only in attracting new deposits, but also actively using them by lending to individuals and businesses. This leads to the need to develop a marketing complex relationships both within commercial banks depositors, and in the sphere of lending. Hence, we determined the purposes of marketing in these two spheres: to attract customers as depositors and bank credit channeling resources to those who will use them more effectively to the bank.Finally Marketing is all available means and methods an organization to promote public that he is interested optimal behavior for its own objectives. Marketing involves focussing not on his product bank, but the needs and requirements of customers. Because of this, it is necessary to analyze consumer preferences, competitors market development banking products. Bank worker gets betrayed him financial product depends largely on the success of the bank's activity. During the conversation with each client should determine the concrete forms of financial service customer needs to explain the need and effectiveness of each business, the advantages and disadvantages of each product.After applying the survey method in order to evaluate enterprise image BC ProCreditbank S.A., was noted as a general conclusion that both the audience opinion internal and external as poorly developed communication policy with different categories of audience, which affects the image of the company management.Suggested activities to reinforce the image company: orientation creation of internal values that would strengthen the company culture and increase employee loyalty; maintenance of an environment as possible favorable collective and use several methods to motivate staff, which would also contribute strongly to the objectivesenterprise; Using the principles of participatory management in the organization and delegationmore common rights that would increase efficiency in decision-making. The Company both practical production activities, as well as trade, so that, frequently, some information to those responsible get harder, which causes a string difficulties; realization of market research by involving its own employees or outside experts that would support a number of important decisions; ongoing research of the competitive environment and the adoption of effective strategies battle with competitors; Development plan and maintaining corporate image to get a good position in the market; advertising budget increase in enterprise and use different means of communication available; Organizing promotional events themselves, which would remove the Featured in relation to other competitors; adoption stimulation techniques sales and customer loyalty - individuals and clients corporate discount through cards, after-sales service more offers Special etc. active real and potential consumers about the products and Additional services offered by the company, as well as promote more active new products.

BIBLIOGRAPHY

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ANNEX 1METHOD OF ANALYSIS

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