08 December 200611:46
Re-branding really works for bank mergers, claims Head of Bank Ratings Department of Expert Rating Agency Pavel Samiev
‘The need for the large federal banks to re-brand is often connected with them becoming retail-oriented. Businesses do pay attention to things like brands and logos, but only to a certain extent,’ the Head of Bank Ratings Department of Expert Rating Agency Pavel Samiev commented on the recent consolidation and re-branding trends in today’s banking. ‘A private client, however, wants the brand to be simple and clear; this is a must if you want to attract the mass audience,’ Mr Samiev observed. ‘Re-branding is good for a bank’s development, with most research findings showing that it stimulates