Descriptive Study of the Promotional Communication Systems Successfully Applied in Banking Institutions

The present communication aims, without any pretense of an exhaustive research, to highlight the need for a strategic communication and promotion in such a competitive environment, by presenting some corporate communication strategies applied in the banking sector. The paper was founded, as a main instrument of scientific research, on a case study of the identity reconstruction and rebranding programme of CEC Bank, the oldest bank in the Romanian financial-banking system. From the examples provided by practice, as well as from the researches conducted in this area of expertise, it results the major importance of the direct and powerful impact the corporate identity has on an increasingly more specialized and selective audience. In this context, banks should understand the consumers’ different communication preferences and to adjust accordingly, by means of specific methods of communication and differentiated promotion.