The system of more than 30 Vietnamese banks has recorded more than half of which change brand identity in the past 10 years.
In the context of increasingly fierce competition in the finance and banking industry, how to attract customers is a big problem. In particular, building professional brand identity with depth, meaning is very important.
Because of that, in the past 10 years, the system has more than 30 banks, more than half of them have changed their brand identity. Background changes in each different banks, not only to “more beautiful”, more customer tastes but also associated with a certain conversion meaning. It may come from high-level personnel, or as a statement to renew themselves, especially in the period when the banking system is in full swing for restructuring.
Changing brand identity is not merely about changing the appearance, but in fact, it entails a number of systematic innovations in banks.
The most recently changed bank is Maritime Commercial Joint Stock Bank. The name of this bank changed from Maritime Bank to MSB. The logo was redesigned more simply, and according to the bank, it was modern, dynamic and friendly. According to MSB, in 2019, the bank will implement major changes in strategy, brand identity and customer experience model.
Before MSB, many other banks also changed their logos, including: Vietcombank, VietinBank, OCB, SCB, Sacombank, Eximbank, ACB, NCB, Agribank, VietCapitalBank, LienVietPostBank, TPBank, CBBank, GPBank, …
In general, the trend in the new logo design of banks is simpler and less colorful than before, and there are many banks after the change and not much difference compared to before … However, little change does not mean it is not expensive. According to marketing experts, changing the logos of banks is very expensive because of the change in the whole system, not only in products and services introduced to customers, but also in billboards in rooms. transactions, advertising spots. A source said, there is a big bank has spent more than 900 billion to change this brand identity.
* Source: Young intellectuals