Bangkok--Jun 21--Siam Commercial Bank
Siam Commercial Bank PCL boasts outstanding brand building strategies through its “SCB Brand Journey” project. Out of 48 participating banks across Asia, SCB is the only Thai bank ranked for the Asian Banking Awards 2005 in category of Marketing, PR and Brand Management. The achievement reflects the Bank’s international standard strategies to communicate its distinct and easy—to—remember corporate identity as well as the image of a provider of highest convenience to customers.
SCB President Khunying Jada Wattanasiritham said the SCB Brand Journey project’s recognition in a regional scale does mark the Bank’s achievement in the re-branding campaign. Over the past 2 years, SCB has pursued in image development to communicate its superior difference in comparison with other competitors to the general public. The key factor of SCB brand building is standardizing our communicative strategies and messages so as to achieve our Corporate Identity. The Bank has implemented all procedures including research on customers’ and the general public’s attitude toward the Bank, standardization of systematic communication strategies for both internal and external environments in order to maximize the brand awareness and corporate identity.
The Bank has developed its logo to achieve a distinctive and easy-to-remember identity by the use of vibrant purple tone suggesting freshness and enthusiasm. Also, SCB has redesigned its branches both exterior and interior to strike an impact of perception. In addition to comfortable and functional design, the Bank’s unique standardized branch design nationwide will encourage the customers’ familiarity with the Bank as a whole. Moreover, the successful Brand Building and Image Communication is one channel to support the Bank’s marketing promotions, activities, services: ATMs, SCB Easy Net, advertising, PR, promotion media etc. Aligned with the brand building project, the Bank has improved its service quality to ensure that every service under SCB brand can give highest customer satisfaction.
Asian Banking Award 2005 marks a leap forward for the Bank’s Image Communication in accordance with surveys on consumer attitude toward SCB brand conducted by major research firms. A recent research shows that most customers perceive SCB’ s unique brand identity with a new and trendy look. They also feel that SCB is superior in delivering faster services, employing very motivated staff, innovating products and services such as Laser ATM.
The 6th Asian Banking Awards program is held by the Asian Bankers Association (ABA), together with an annual session of Asia Pacific Bankers Congress. This year, the program attracts more than one hundred projects from 48 banks in 16 Asian countries. The award recognition program has 8 categories under judgment from the committee being composed of specialists and experts in respective banking fields, and representatives from the ABA. One out of the 8 categories, the Marketing, PR and Brand Management category aims to recognize a project that is creative, practical, outstanding, and impact-striking in the general public including customers.
Contact Person Sareeya Tel. (02) 544-4501-3
SAREEYA ASAWAPRECHA
T. +66 2 544 4518
F. +66 2 937 7454
E. [email protected] End.