12 December 200614:48
Banking networks do re-branding to hit a particular target audience, reports GD of Blagodat Securities Investment Company Vsevolod Chaschin
‘Large federal banking networks normally merge and launch a re-branding campaign in order to become more easily recognized. This brand recognition determines the ‘penetration level’ essential to the market competition. Another reason to opt for re-branding is getting ready for a public offering of the bank’s shares,’ reports the General Director of Blagodat Securities Investment Company Vsevolod Chaschin on the re-branding campaigns by some Russian banks. When they do re-branding, the banks hope to hit a particular target audience, a group of clients who reflect the new bank’s strategy. Times