The practices of yapi kredi bank in the processes of branding and brand positioning in the banking sector

While new technologies create opportunities for finance sector, they also make the competition even fiercer for them. As a result of this fierce competition, products and services of different banks now have more resemblance to each other. Banks have to develop new strategies so as to create strong brands and get the upper hand on their competitors. The purpose of this study is to define the banking sector, how brands are positioned within the frame of competition conditions and to what extend this positioning affects the financial and social value of the strong brand of Yapı Kredi Bank in Turkey. This study is composed of three chapters: In the first chapter, the definition of banking, its historical development, the business processes of banking both in Turkey and in the world and contemporary banking have been reviewed conceptually. In addition, bank mergers and acquisitions have been examined by referring service concept both in traditional and electronic banking. In the second chapter the definition of branding, its purpose and significance, compounds of branding, brand identity, brand positioning and branding strategies have been reviewed. The third chapter is the research and application section. In this chapter Yapı Kredi Bank, one of the most important banking brands in Turkey, and its brand positioning have been reviewed in the light of abovementioned bench marks. Key Words: Bank, Banking, Brand, Brand Positioning, Brand Value, Brand Communication, Branding Strategies, Brand Experience