Komunikační strategie ČSOB

This thesis focuses on the analysis of the marketing communication of ČSOB and examines its perception by the public and existing clients, as well as its influence on decision-making regarding the use of banking services. The thesis includes a review of relevant academic literature, an analysis of the bank’s marketing communication, its comparison with the KBC Group and competitors in the Czech market, and original quantitative research conducted through a questionnaire survey. The results indicate that ČSOB’s communication is perceived predominantly positively, particularly in terms of clarity and credibility, which contribute to building a stable brand image. However, lower levels of originality, distinctiveness, and innovativeness were identified as weaknesses. Based on these findings, recommendations are proposed to enhance the effectiveness of the bank’s marketing communication.