Irina Lobanova
National agency of financial research, Leader of banking sector research department
As a rule the customers are quite conservative with regard to their own habits, especially referring to their financial behavior and any changes are always perceived by them quite painfully. Rebranding in the given case is not an exclusion as well. During the change of the image, aimed at searching new niches and segments of targeted audience the bank, this way or the other, risks to lose some part of its former clients, who failed to adapt to the new image of their finance and credit organization. The described motive is one of those difficult ones in order not to fail to mention whether the carried-out rebranding was an unsuccessful one or were some losses just the unavoidable result of the implemented changes.
Radical rebranding which is implemented not only with the change of the outer shape of the logo or the design of its offices, but leads to the name change also, very often results in decrease of the level of recognition and prominence of the company brand.
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Mikhail Semikov
Binbank, Marketing department director
The key negative side of rebranding as it is true for any process of changes is the threat of loss of trust of the active clients against the background of the will to innovate everything and all.
It is necessary to carefully plan the mechanism of rebranding and even if it will lead to a certain loss of the active clientele basis, that process should be always manageable and must be refilled by flow of new clients.
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Vladimir Morozov
Rosgosstrakh, Marketing department director
It will have for sure, in case if in the process of rebranding the clients and partners of the bank are wrongly informed about the aims and goals of the happening process. For example: a wrongly drawn communication policy or its absence can bring to a situation, when the rebranding process can provoke misunderstanding among the clients who might guess in its name change some absolutely irrelevant factor: - the selling of the bank or insufficient financial stability of the organization.
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