KUALA LUMPUR: AmBank Group has
embarked on an exercise to upgrade its services for its customers in order to
deliver its brand promise, spending about RM600mil, of which a large amount
will go towards upgrading its core banking system.
The group is also utilising approximately RM10mi for its brand
repositioning exercise. This RM600mil expenditure was incurred beginning April
1, 2013
Its chairman Tan Sri Azman Hashim said
as one of the largest banking groups in Malaysia, AmBank realised that the
country's financial services market was rapidly evolving, and customers had
become far more sophisticated.
"Everything we now do leads us one step closer to achieving
our group vision of being Malaysia's preferred, diversified, internationally
connected financial solutions group.
"We take pride in growing along with us, the future of
Malaysians," he told a press conference after launching AmBank's Brand
Repositioning here today.
Azman said AmBank has a
unique position that would make it stand out in the busy, changing world.
"We will own and be proud of owning, being "Malaysia's
modern financial solutions group. Your "Modern Malaysian" banking
group," he said.
He also said the current brand was contemporary and relevant,
which reflected today's Malaysian culture.
Azman added the rebranding campaign would deliver the new vision
with a creative concept, look and feel that would work on a number of levels
communicating the universal offerings across all media channels.
"Our logo colour and icon have strong,
positive value and are instantly recognisable, we want to build on this and add
a contemporary twist that reflects being modern Malaysian," Azman said
adding the repositioning would help the bank demonstrate its
evolution and grow its customers' perceptions of AmBank Group.
AmBank also introduced a new tagline for the bank "Your bank.
Malaysia's Bank. AmBank."
Responding to a question that the tagline was
too long and probably would not be remembered by the customers, Azman said the
tagline represented how the bankshould be in customer's hearts.
"If they cannot mention it, they can just
say "Your Bank". If not, "Malaysia's Bank". If
they also cannot remember it, just say "AmBank". But those words
represent AmBank," he said.
Meanwhile, AmBank Group Managing
Director Ashok Ramamurthy said the repositioning would make the bank become
better connected, stand out, identify products and financial solutions to
attract new customers and engage existing customers more effectively.
"We want to deliver a unique and own-able AmBank
Group experience to our customers that understand the diverse needs of
modern Malaysian people.
"This new campaign reflects our new brand promise; a strong
positioning statement that requires powerful communications and initiatives to
deliver it," he said.
Ashok also said the repositioning was aimed at
all AmBank Group audiences from corporate to businesses, investors
and the mass market as well as emerging and future affluents.
"It demonstrates the holistic nature of
the AmBank Group while communicating an evolutionary and connected
approach for the business.
"Since we started repositioning on April 1 this year, we
also rebrand our branches and services.
Currently, we have five "Signature" branches, which
represent our current brand that we just launched while another 50 branches
will start rebranding which we call as "Prime" branches," he
added.
Ashok also emphasised that by repositioning,
the bank would also focused on increasing its market share in the
banking industry. - Bernama
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