Case Studies

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Branding and Targeting Strategies

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Situation

A leading global bank based in Asia faced the challenge of consolidating its fragmented brand ecosystem across multiple markets. Years of regional expansion had led to a diverse array of brands, sub-brands, and graphic treatments, potentially diluting the bank's overall brand equity. While extensive market research had been conducted over time, the institution had not yet leveraged this data to create a cohesive branding strategy. The bank now sought to develop a unified brand architecture that would enhance its competitive position and operational efficiency while resonating across diverse markets and maintaining local relevance.

Our Approach

MCAworks conducted a comprehensive review of the bank's existing market research across all key regions. Based on this analysis, the firm developed a strategic branding and targeting framework designed for consistent application throughout the bank's diverse markets. This approach aimed to create a cohesive global brand identity while allowing for necessary local adaptations, balancing unified messaging with regional relevance. The recommended strategy provided a roadmap for consolidating the bank's brand presence effectively across its entire operational footprint.

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Results

Consistency of branding and targeting was affected throughout the bank’s major target regions, resulting in a coherent, more remunerative, recognizable image.