THE ROLE OF CORPORATE IMAGE MANAGEMENT ON BANK'S PERFORMANCE (A COMPARATIVE STUDY OF FIRST BANK PLC AND UNION BANK PLC)

📄 Project Abstract

Banks in Nigeria have failed to realize the role a good corporate image play in business dealings. This is probably because they do not understand the concept of corporate image and necessary tools for promoting same. Corproate image, in f act, goes beyond attractive corporate office, producing quality products or rendering quality service, advertising, paying good salary and so on. It pervades every aspect of a business concern-from the least worker's personality to the dealings within the organization and with the large society. In the face of the dynamics of our society especially in the business world, brought about by technology banks are faced with stiff competition that maintaining a competitive edge requires aggressive strategies. One of such strategies is effective corporate image management and promotion. The focus of this research work was to investigate the strategies that could be employed to build and promote corporate image effectively in order to enhance the performan...