6781097502

Polish market of private banking... 307

The widespread use of private banking is not always correlated with sufificient care for proper brand recognition. Only a smali group of banks - most notably, Citibank and Millenium - have managed to separate the brand of private banking from the retail banking. Both Citigold Wealth Management and Millenium Prestige are well-recognized brands, clearly associated with exclusive services for affluent clientele. This step is essential as the exclusive brands will be forced to compete on the domestic market with such recognized labels as UBS and Credite Suisse [Pietrzak 2006],

The most interesting example of branding in the Polish private banking is the brand ofNoble Bank. The brand (together with the brands of Fiolet and Open Finance) represents a notable departure from the hybrid brand model strongly associated with the leading brand (Getin Bank, Getin Leasing, Factorin Bank), so typical for the brand policy of Getin Holding. As such, the introduction of a separate brand for a private bank, not associated with the brand of ownership grouping, is a bold decision. First of all, as a novel and pioneering move, it naturally results in a steeper entry barrier for the competing brands. Secondly, Noble Bank is a rare example of an entity formed solely for the purpose of servicing a selected group of customers (the first such enterprise on domestic market was the mBank brand catering solely to Online customers). The third interesting feature is the intemal discrepancy observed in the communication strategy of the brand: the marketing image ofNoble Bank is built on the concept of pioneering and tradition, supported by exclusive interior design and the image of utmost discretion - positioning itself along other traditional private banking houses. However, this image is communicated in FMCG style, using mass communication media (TV), which w ould be unacceptable for any traditional private bank. Moreover, the character of communication, suggesting elite ąuality of Noble Bank, is in elear contrast with the Iow access threshold (100 thousand PLN). Such discrepancies in the market communication ofNoble Bank are numerous, but this cannot change the fact that the institution is a good example of the thorough use of brand potential as a major marketing instrument [Pietrzak 2007],

5. Conclusions

Private banking is a dynamie sector of modem banking and global financial market. Services tailored to the needs of affluent customers are also an important segment of the Polish banking, but the domestic market in this respect faces certain challenges of financial, organizational, and operative naturę. The Polish market of private banking is an emerging market with a large potential for development. The efficiency of local banking institutions offering this type of service, coupled with the global potential of finance institutions, will help raise the standards of domestic priyate banking to those of Western and global institutions.

At present, two directions of development can be obseryed in the Polish priyate banking sector, based on the distinct segmentation of target clientele. The first

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