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Sberbank has officially unveiled a new logo
Sberbank will change its brendu.S Monday, December 14, Sberbank begins rebranding of its branches, which affect the change of corporate colors and logo change of the bank. According to experts, the cost of the rebranding of all 20 thousand. Sberbank branches may be about 20 billion rubles. However, these costs will be justified only if at the same time with the change of the bank's image completely redesign business processes.
The logo is already present on the official website www.sbrf.ru
Photo: kuteev.livejournal.com
As the "Kommersant", the Savings Bank will begin a national advertising campaign to rebrand to hold Network Agency McCann Erickson. In late May, Sberbank reported that McCann Erickson has identified as a strategic partner for creative services and production advertising. The concept of rebranding Sberbank has developed a brand-consulting British agency Fitch, who has previously worked with the "Mail of Russia" and "Children's World." As told "Kommersant" several sources close to Sberbank, the largest bank in the corporate color of Russia will light green, and change the logo of the bank.
«Changing the logo will be insignificant, its shape remains the same, but the color change, - told the" Kommersant ".- In this rebranding will take place gradually, as the need arises in the repair of existing branches«.
Yesterday Sberbank declined to comment. However, according to "Kommersant", the staff in the offices already notified about the upcoming changes.
"In a short time the conversion will affect the format of our offices and our logo. It will be completed on the basis of our existing traditional character, will become more dynamic and young "- he wrote in a letter to employees, President of Sberbank German Gref, in May this year.
In the Savings Bank did not disclose the amount that will be spent on rebranding, however, according to experts, is about 20 billion rubles. "Fitch London agency fee can be $ 0, 5-1 billion, depending on the volume of work that they had ordered the Savings Bank, - said the head of Brandflight Moscow Sergey Mitrofanov - but the fee - it is the smaller part of the total cost».
For Sberbank with its network rebranding will cost a lot of money, change a signage is 150 thousand. 250 thousand. Rub., And renew one branch - about 1 million rubles., Estimates Igor Duda, deputy chairman of the bank "Opening" ( also recently performed the rebranding). Today Sberbank has about 20 thousand. Offices.
The rebranding is the next step in the implementation of the bank's development strategy until 2014, which provides for a "customer-oriented" and the growth of market share in retail lending (now - about 32%). "Sberbank has already been significant changes: increased speed of processing loan applications were technologies to evaluate the quality of work of employees, and a number of other changes, - the analyst of IFC" Metropol "Mark Rubinshteyn.- Obviously, the rebranding aims to increase retail sales and share market, and this is the next step in the execution of the bank's strategy ».
But rebranding can be effective only if the Savings Bank of the global business process changes, experts say. "If the rebranding of Sberbank limited to the change of the logo and repainting offices, the effect will not be - believes the president of branding agency Senteo Michael Ruckman (made rebranding of Alfa-Bank in 2006, the Ukrainian Nadra Bank in 2007) .- In order to attract new customers, change in the perception people have to change everything: technology, processes, communication with customers, product range. " For example, Alfa Bank had two attempts to rebrand, and the first, when creating Alfa Bank Express, was very expensive, but the effect is not brought, so needed to carry out rebranding again recalls Mr. Ruckman. "A full rebranding is inseparable from the transition to new business processes, only then it can improve the quality of customers", - said the deputy chairman of VTB 24 Mikhail Kozhokin. From this perspective, the Savings Bank now faces a difficult task - to re-brand, so that not only keep the core, its mass customers but to attract new, more upscale category, the expert adds.
Xenia Dementiev, Natalia Biyanova
via www.kommersant.ru/
The logo is already present on the official website www.sbrf.ru
Photo: kuteev.livejournal.com
As the "Kommersant", the Savings Bank will begin a national advertising campaign to rebrand to hold Network Agency McCann Erickson. In late May, Sberbank reported that McCann Erickson has identified as a strategic partner for creative services and production advertising. The concept of rebranding Sberbank has developed a brand-consulting British agency Fitch, who has previously worked with the "Mail of Russia" and "Children's World." As told "Kommersant" several sources close to Sberbank, the largest bank in the corporate color of Russia will light green, and change the logo of the bank.
«Changing the logo will be insignificant, its shape remains the same, but the color change, - told the" Kommersant ".- In this rebranding will take place gradually, as the need arises in the repair of existing branches«.
Yesterday Sberbank declined to comment. However, according to "Kommersant", the staff in the offices already notified about the upcoming changes.
"In a short time the conversion will affect the format of our offices and our logo. It will be completed on the basis of our existing traditional character, will become more dynamic and young "- he wrote in a letter to employees, President of Sberbank German Gref, in May this year.
In the Savings Bank did not disclose the amount that will be spent on rebranding, however, according to experts, is about 20 billion rubles. "Fitch London agency fee can be $ 0, 5-1 billion, depending on the volume of work that they had ordered the Savings Bank, - said the head of Brandflight Moscow Sergey Mitrofanov - but the fee - it is the smaller part of the total cost».
For Sberbank with its network rebranding will cost a lot of money, change a signage is 150 thousand. 250 thousand. Rub., And renew one branch - about 1 million rubles., Estimates Igor Duda, deputy chairman of the bank "Opening" ( also recently performed the rebranding). Today Sberbank has about 20 thousand. Offices.
The rebranding is the next step in the implementation of the bank's development strategy until 2014, which provides for a "customer-oriented" and the growth of market share in retail lending (now - about 32%). "Sberbank has already been significant changes: increased speed of processing loan applications were technologies to evaluate the quality of work of employees, and a number of other changes, - the analyst of IFC" Metropol "Mark Rubinshteyn.- Obviously, the rebranding aims to increase retail sales and share market, and this is the next step in the execution of the bank's strategy ».
But rebranding can be effective only if the Savings Bank of the global business process changes, experts say. "If the rebranding of Sberbank limited to the change of the logo and repainting offices, the effect will not be - believes the president of branding agency Senteo Michael Ruckman (made rebranding of Alfa-Bank in 2006, the Ukrainian Nadra Bank in 2007) .- In order to attract new customers, change in the perception people have to change everything: technology, processes, communication with customers, product range. " For example, Alfa Bank had two attempts to rebrand, and the first, when creating Alfa Bank Express, was very expensive, but the effect is not brought, so needed to carry out rebranding again recalls Mr. Ruckman. "A full rebranding is inseparable from the transition to new business processes, only then it can improve the quality of customers", - said the deputy chairman of VTB 24 Mikhail Kozhokin. From this perspective, the Savings Bank now faces a difficult task - to re-brand, so that not only keep the core, its mass customers but to attract new, more upscale category, the expert adds.
Xenia Dementiev, Natalia Biyanova
via www.kommersant.ru/
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