Krykun V. Diversification of bank brands under asymmetrical processes in the world economy

The thesis is devoted to the research of the conceptual approaches of implementation of brand management and development mechanism under asymmetrical processes in the world economy. In particular, regularity of internal development trends of national bank brands have been studied; recommendations on optimization of brand capital elements influence over its cost model and controlling mechanism have been elaborated. The Author defines theoretical essence and economic nature of concepts "intangible assets", "brand", "brand capital", "brand diversification". Dissertation deals with research in new transformations of Ukraine's banking sphere which are related to market development of bank brands. Principles of bank brand management, essence of asymmetrical processes in the world economy and its impact on development of international banking business have been analyzed in the thesis. Managerial factors of bank brand development, brand's place and its role in the system of bank marketing, methods of capital value assessment, mechanism of brand's capital management have been considered. The thesis contains empirical study of Ukrainian bank brand market, its features and factors of new transformations.