Branding is entire process involved in creating a unique name and image for a product (good or service) in the consumers’ mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.[1] Branding is a relatively new concept for the financial industry. They are slowly realizing that they need to manage their strategic assets, too, even in conditions of Republic of Moldova.