Case Studies

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Global Retail Bank Expansion Strategy

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Situation

A prominent Asian bank, having grown organically over a century across Asia, India, and the Middle East, faced challenges due to diverse customer bases and inconsistent brand images in different countries. As the regions experienced continued economic growth, corporate clients increasingly sought integrated, region-wide financial services. Recognizing this shift, the bank identified a need to consolidate its branding, imagery, and business strategies to present a more cohesive regional presence and better serve its expanding corporate clientele across multiple markets.

Our Approach

MCAworks implemented a comprehensive research strategy, conducting in-depth interviews with C-suite executives and senior clients of the bank across Asia, India, and the Middle East. This qualitative research assessed, categorized, and prioritized corporate banking needs, followed by an economic payback analysis. Leveraging these insights, MCAworks developed a differentiated positioning and branding strategy. The proposed strategy underwent validation through follow-up research to ensure its effectiveness and relevance. Upon confirmation, MCAworks created a detailed execution plan, providing the bank with a clear roadmap for implementing the new consolidated brand strategy across its diverse markets.

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Results

The client executed the branding strategy throughout the region and achieved significant growth in corporate business in Asia and the Middle East for several years.