‘Re-branding campaigns carried out by banks are becoming more and more common. The re-branding of a bank must result in management that is more effective and be both client- and employee-oriented,’ says Natalia Kungurova of Mediator Ltd.

‘Re-branding as such is not something done for its own sake any longer; rather, it is the indispensable component of the bank’s economic policy, such as a merger or a takeover. Judging by the recent campaigns, the quality of re-branding gets better every year, and we can already see the results of the wise economic and marketing steps of some banks,’ Ms Kungurova says.