Background

In recent years, the banking & finance sector has been considered the most dynamic in its brand building. Brand identity changes or entire renewals in many banks and financial organizations have resulted in a more professional and unified image. This demonstrates the interest and increased investment in building the prestige of Vietnam’s banks both internally and externally.

Objective

To complete a change of brand identity that Vietnam Prosperity Bank (VPBank) began in 2010, we were asked to rebuild the bank’s brand strategy and systematize the Master Brand Format for a consistent brand image based on the new strategic positioning.  Our primary goal was to work with VPBank to strategically reposition the brand, and to refine its identity system to reflect an aspirational, confident, stable yet friendly brand image.

Action and result

After intensive internal company research in collaboration with external market research, we recognized a distinct advantage in promoting the brand value: VPBank had become known for their strong efforts in maximizing customer benefits with agility and non-stop improvement. This laid the foundation for a Brand Differentiation Strategy and brand traits that reflect the ambitious, flexible, friendly spirit of VPBank, and the Positioning Phrase "Better Every Day" conveys one of the bank’s key differentiation points while evoking positive emotions from its customers.

We carefully created a Brand Identity system for long-term use, with the idea behind the primary Master Brand Format graphic having originated from a spacious horizon that symbolizes the ambition and efforts behind the rise of VPBank.