Irina Lobanova
National agency of financial research, Leader of banking sector research department
Outlook of banks is one of communication formats with current and potential clients. By the way how a bank presents itself and the way it looks like a customer can consider it as “yes! it is organization for people like me” or otherwise conclude that he needs something else.
Also it is important to understand that level of financial literacy among population in Russia is rather low. It means that mostly people while choosing a financial organization pay attention not on the ranking or even tariffs but on the outlook of the bank. So mature positive image sharply suiting the target audience is one of the most important competitive advantages.
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Mikhail Semikov
Binbank, Marketing department director
Saying “meet on clothes…” can be used for banking sector as well, there are more than 800 banks in Russia and for being chosen you have to differ positively. It is important to have your own face and appearance in the eyes of clients having simple but interesting logo and keeping same set of colors. Exclusive style determines all the values connected with the bank.
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Vladimir Morozov
Rosgosstrakh, Marketing department director
Successful re-branding allows a company to reach a new level of development, to attract the attention of new customers and increase the loyalty of existing ones.
Create a unique product in our market is difficult, so the competition is displaced in the image plane of the brands. So, for example, potential borrowers, choosing a credit card, often guided not only by the market conditions of the product, but also to give preference to the similarity of conditions at a well-known brand.
Moreover, the world is rapidly changing, changing customer generation, the pace of life. Banks need to get close to the customers to be adequate to their outlook and attitude. By the way, it concerns not only banks, but also any other companies. Re-branding is one of the ways of solution.
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