Abstract:
Building and maintaining the image of the bank as a stable and secure institution is a serious
challenge for the contemporary banks. An even greater challenge is an attempt to change the
previous, strongly embedded image in the consciousness of recipients. Such challenge was faced by
PKO BP – the oldest Polish bank, by conducting an intensive image campaign in the years 2011-
2013. In the article there was an attempt made to identify the main determinants of the success of the
campaign, the main purpose of which was to change the way of perceiving the bank. The case study
approach was adopted and the following sources were used: bank documents published (including
yearly reports, strategies for the years: 2010-2012 and 2013-2015), research results of the agency for
market research available at the website, interviews with the managing director and marketing
director of PKO BP, opinions and comments of PR, marketing and media specialists, results of own
research and observation.
Analysis of the PKO BP case study that effective change of image requires a coherent and integrated
efforts simultaneously in three areas: development of corporate identity, marketing communication
and operational activities in the field of customer service. This activities must be carried out
systematically and consistently over the long term.
