Abstract

The paper analyzes the development level of the brand management at the banks operating on the market of Bosnia and Herzegovina (BiH). The aim of the research was to establish to what extent certain elements of brand management are present and whether the brand management decisions are made based on the systematic or the ad hoc approach. The research results indicate that five banks in BiH have a very high level of brand management development. Making brand management related decisions for these banks is based on the systematic approach. It has been established that other banks in BiH have a lower level of brand management development and that for most banks in this group the process of making brand management decisions is characterized by the ad hoc approach.

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