Duties in Charge of Banks

It is necessary to understand that rebranding comes out of the scope of the changes of corporate colors and logos. It is a large-scaled process which is bound with the development strategy, the bank’s product line, and internal processes, right up to the modification of the corporate culture. From that point of view one of the successful cases on the financial market could be named Sberbank’s example of rebranding. For the majority of customers, which were considered to be active users of financial services during the rebranding period, two types of Sberbank could be mentioned: - before the process initiation and after it. According to NAFR (National Institute of Financial Research), the 58% of clients of Sberbank mentioned, that the quality of services and the offered financial products has been improved during the recent years.

We should not forget the rebranding of Alfa-Bank in 2006, which enabled unification of two resembling brands: - the “Alfa-Bank” and the “Alfa-Bank Express” and their image-related advantages too, after which the finance and crediting organizations firmly consolidated in the minds of the customers as modern and innovative ones.

Another bright example of a successful and what’s more –smooth alteration of the outer image and style of a bank could be considered Vneshtorgbank’s rebranding process. The process is also worth mentioning for the fact that after its completion the image of the finance and crediting organization confirmed in the consciousness of clients the idea of “conservativeness” and in VTB’s case the mentioned image profile exceptionally bore a positive character.