Branding for expansion
International acquisition of Eurobank Tekfen in Turkey
Supporting the expansion of Burgan Bank into new markets we wrote a white paper to advise the Bank on branding for acquisitions, with a focus on the implications of existing staff loyalty and legacy brand perception related to the success of a forthcoming merger or acquisition.
In particular we refined the brand manual that we had previously created in English and Arabic, translating it's content to a Turkish version before implementing various Turkish / English language banking collateral, with branch and head office signages including a new Burgan Leasing sub brand.
Part of the exercise saw the implementation of a localised premier banking initiative, expressed through die-cut steel building cladding with our brand symbol repeated across its facades.
Client: Burgan Bank Turkey
Discipline: Branding & Strategy
Sector: Financial Services
