The Corporate identity on the web sites of the banks in Turkey

ABSTRACT THE CORPORATE IDENTITY ON THE WEB SITES OF THE BANKS IN TURKEY Gökçe Büyükerşen Communication Sciences Major Anadolu University Institute of Social Sciences, May 2000 Advisor: Prof. Dr. Ali Atıf Bir Today it becomes a necessity to form a corporate identity for all the corporations, even small or big, because of the developing trade and increasing competition. The basic reason is that the formation of corporate image depends upon corporate identity. In today's world the concept of corporate identity becomes very important for modern corporations and organizations and turns into a strategic and effective weapon in the international competition environment. The concepts of corporate identity and image becomes more important especially for the banks who almost have no difference between them anymore because of the similarity of their services. In the last few years internet is developing as a new communication technology. As we are passing through industrial society to information society, internet is also an important communication channel in the marketing area because of the economical, simple, and fast using. A new concept came into our lifes with internet. Internet banking, which is the last point that interactivity obtained by internet for the banks and which creates an effective relationship between the bank and its customer, is an extremely interactive service. Nowadays all the banks begin to use internet banking. Because of the technology supplying new possibilities every day and every bank can own this technology, services became similar in all of the banks. In order to differentiate from their competitors, maintain their customers pleasure and make them permanent, banks have to use internet effectively and have to transfer their corporate identities to their web sites correctly.