photo: Dr Al Mulla and Murad Ali Murad after unveiling the bank’s new corporate identity.
Picture – Abdullah Al Khal
BBK unveils new corporate identity
Pressrelase: 8-5-2005
Bank of Bahrain and Kuwait (BBK) yesterday unveiled the new corporate identity and branding strategy for the bank to cope with the cut-throat competition in the banking and financial sector, writes Mehmood Rafique.
The bank has set aside a BD1.5 million for this new initiative.
Speaking at the launch ceremony, BBK’s chief executive and general manager Dr Farid Al Mulla said that the bank’s new identity aims to cope with the future challenges.
The launch-cum-Press conference was also addressed by the Chairman of board of directors, Murad Ali Murad and the AGM, A. Hussain Bustani.
“BBK’s new logo and corporate identity aim to tap into the fundamental human values of hope and trust, and through that to achieve growth and prosperity,” he said.
“In its new corporate identity and branding strategy, BBK will focus its future business direction firmly on the customers. This was achieved through the introduction of a singular brand proposition “It’s All About You” and the reveal of a bold new logo. Alongside this, the bank has also adopted the shorthand format of its name in English as one of the changes undertaken in the development of its corporate branding,” he said.
“BBK’s new identity is about bringing tangible and constructive changes that represent BBK’s commitment to being a modern international resource that equips people with the financial products, services, tools, experience and, most critically, the knowledge and partnership required to face up to the future with confidence
“In a nutshell we can say that BBK’s new identity represents its future vision, and aims to tap into and appeal to fundamental human values such as optimism, hope, and trust; and through that, to share with its customers its growth and prosperity,” Dr Al Mulla said.
Describing BBK’s brighter perspective on the future of banking, Dr Farid Al Mulla said that the new corporate identity has both physical and emotional connotations. The bold move to such a modern logo is being directly translated through a branding strategy that sees BBK branches full of colours and brightly lit, that sees key brand values being translated into customer-oriented activities, and that communicates the bank’s promise to see its customers to a future that is fulfilling, secure, and bright.
The Chairman of BBK’s board of directors, Murad Ali Murad attributed the name adaptation and new corporate identity to the management’s decision to have the bank’s character correctly communicated to the public. He said that BBK as an institution has evolved significantly since its inception and though the bank’s commitment towards its key stakeholder has remained as solid as ever, its presentation style was no longer a reflection of the vibrancy of the bank’s character.
“The development at hand is far more than just a new logo. It is very much about introducing BBK’s true identity and persona to the public. This is how we do things that makes us different, and it’s our character and attitude that define us as an organisation.
“With these strides, it is evident that compared to 1972 when the bank started its operations, BBK has changed tremendously and beyond recognition, yet our business style and customer intimacy have remained as our strong trade mark. We would like to even become more vibrant, customer oriented and offer more excellence in our services. Today we are looking frontward with a bolder personification of what we view as the future of modern 21st century banking and financial services,” Murad said.
“With the introduction of its new identity comes a new era in banking at BBK, one that brings our clients into the centre of our organisation through the provision of financial products, services, tools, experiences, and most critically, the knowledge and partnership to face up to the future with confidence.” Dr Al Mulla said.
“The changes at BBK are going to impact both our staff and clients as we begin our move from being a ‘financial’ institution to a ‘people’ institution,”
A. Hussain Bustani said. “We will focus on knowledge and partnership as we take onus of this change and move from being an asset-based lender to financial partner and adviser, and from simple transactional service providers to providers of wealth and prosperity,” he said.
Al Bustani said that the bank would keep only four old branches including the head office at the Government Avenue and eight new branches would be introduced in the Kingdom. “There are 17 branches and we will reduce the number to 12, out of which eight branches will be built under a totally new concept,” he added.
Source:
Bahrain Tribune
