Mashreq “Opens the Way” with New Brand Promise
s part of its ongoing commitment to both its customers and partners, Mashreq, today unveils a new corporate image, representing a significant milestone in the bank’s history. The new identity is more than just a new logo – it’s a new brand direction that aims at enhancing its relationship with its customers and partners.
“We are changing while we are at the height of our performance, to make sure we maintain our market leadership” said Abdul Aziz Al Ghurair, CEO – Mashreq. “We are opening the way to a new level of modern banking in an increasingly competitive market environment. Our focus is on meeting and exceeding our customer needs, ensuring that we deliver financial reward, convenience and ultimately peace of mind in this fast evolving sector.”
The unveiling of the new logo follows a rigorous three-year programme to evolve and re-define the Mashreq brand. This included understanding the market and customer needs through in-depth market research, listening to employees’ feedback and strategically mapping the new brand direction with overall business goals and objectives.
The findings also led to the development and enhancement of specific segments such as Mashreq Gold – Mashreq’s mass-affluent tier proposition, a dedicated unit for SME banking and Badr Al-Islami.
The new brand was launched internally to over 3,300 employees in September last year. Over the last 12 months, the bank made a concerted effort to embed the new brand personality and values to all employees through an Employee Brand Engagement programme. The programme included brand training for all employees, as well as other internalization initiatives to further enhance the customer experience.
Core to the success of this programme has also been the combined efforts of a dedicated Quality Team and Branding Department. They have raised the bar in Mashreq’s delivery of both a better banking and branding experience respectively.
As part of changing the corporate image, the graphic design of all the bank’s forms and information materials will change as well, just as the internal and external appearance of branches and representative offices will be transformed.
The new logo incorporates key design elements that reflect and translate the trust and confidence customers have invested in Mashreq over the years. It combines the stability and strength on which the bank’s rich heritage is built, yet also encompasses the innovation that is fast becoming a trademark of the bank, known for providing a fast, flexible and resourceful approach to customers’ financial needs.
“We’ve seen the results of a three-year, strategic initiative come together. As we build on the success of the past, we are keeping our eyes firmly fixed on the future as we continue to cement our position as one of the leading financial institutions throughout the region,” concluded Al Ghurair.
About Mashreq
Mashreq is the largest private bank in the UAE and also the second oldest. Founded in 1967 as Bank of Oman, the bank has played a pioneering role in the industry, particularly in retail banking. Among its many firsts it was the first to launch such products as travellers’ cheques, credit cards and ATMs.
It is invariably among the highest performing banks in the region. Last year it recorded a Net Profit of over US$470 million from a Total Operating Income of $844 million. At the end of last year its Total Assets stood at $15.2 billion
Mashreq has received numerous international awards, particularly for quality management. According to independent research it has more ISO certifications than any bank in the region by a wide margin.
As a leading financial Institution in the UAE Mashreq aims to be world class in every facet of its business, including its social responsibility to the community it serves. Towards this goal the bank pays particular attention to recruiting, training, developing and retaining UAE National employees.
Source:
Press Release
