Where the world comes to bank - Emirates NBD

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How does the brand
architecture work?
The Emirates NBD brand architecture has been developed to maintain
master brand integrity across all divisions, products and services of the
bank. In this way, maximum brand value can be efficiently realised at every
point of contact within the market.
Flexibility & Usability
The Emirates NBD brand architecture has been developed to
maintain master brand integrity across all divisions, products
and services of the Bank. In this way, maximum brand value can
be efficiently realised at every point of contact within the
market.
The brand architecture is founded on a core set of standard
elements, each of which is instantly recognisable and
consistently employed. The flexibility by which these elements
can be combined and used has allowed us to present, with
simplicity, a unified and visually coherent range of products and
services. In turn, we have enabled our Emirates NBD teams to
collaborate with ease, sharing a common approach without
contradiction. Such consistency, incorporating the way we
present our documents and demonstrate our values to our
customers, will quickly become evident.
Emirates NBD | Annual Report 2009
Restructuring & Simplicity
We have taken the opportunity to simplify our products,
removing complexity rather than features. The simultaneous
rebrand of both pre-existing businesses enables us to remove
overlaps and duplication, making it easier to select the right
product for our customers. By adopting a modular approach to
the architecture of product features and pricing, it is easier to “add
a product” to an existing service.
We will cross-sell more effectively – but only if it exactly meets the
customers’ requirements. We have packaged certain groups of
complementary products to make the Bank’s vast range of
services easier to understand, offering an intrinsic flexibility that
will assist the Bank in retaining and strengthening its marketleading
position as the premier Bank in the UAE.
As trusted advisors to our customers, we must be certain to select
suitable and appropriate products and services from a wide
range. We can now be more confident in doing so, and more
effective in providing expert guidance to our clientele.
Internally
Internally, the architecture will unite the Bank, helping to drive
business growth through improved collaboration and a sense of
belonging. All the Bank’s products are now presented as a single
brand, with support materials that are up-to-date and easy to use.
From today, it is easier for staff to explain what the Bank offers,
and they can concentrate more on offering products and services
that are relevant to the life that each customer leads, whilst
matching their financial requirements. This will bring added
confidence that the outcome will be to the benefit of both the
customer and the Bank.
Externally
Externally, the architecture will enable the brand to become
quickly established and position Emirates NBD as the premier
banking power in the region.
The bold use of colour and striking visuals will make Emirates
NBD more visible within local communities, emphasising the
close relationship and easy access that we offer our customers.
When travelling beyond the UAE and GCC, our branches,
documentation and banking staff will be instantly recognisable
and reassuringly familiar to see.
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