ICBC has already been around in Singapore for a good number of years. However, brand awareness was low despite large amount of marketing and advertising costs in the media.

Challenges

The brand faced a major problem with a dull outlook and no vibrancy. They did not have a fixed design house that would ensure brand consistencies.

As such, brand recall in consumers was at an all time low. Most consumers had the perception that they were a China bank, and would associate it as a less credible banking choice.

Solutions

Adwright knew that for the brand to work, consistency is one of the biggest factors. When Adwright took over in overseeing the advertising and marketing areas, we ensured that the brand communications were kept consistent throughout. All advertisement templates came under close scrutiny of Adwright’s professional brand consultancy expertise.

We knew that in order for brand recall to achieve maximal efficacy, the associated brand colours and elements needed to remain.

Components

Covered in the branding regime included a thorough brand audit, a more robust brand system and corporate guidelines, improved brand communications as well as strategic marketing and advertising platforms.

• Brand Consultancy
• Brand Localisation
• Brand Communications
• Brand System and Corporate Grid Guidelines
• Brand Management
• Environmental Design
• Press and Magazine Advertising
• Out-Of-Home Marketing

Results

Just in a year’s time after the new brand exercise kicked off, the brand recall went up. There were less advertising dollars spent on redundant media buys as there was a lesser need to spend on more media coverage. The truth is, ICBC’s new brand system worked. It now enjoys a stronger brand awareness and hence, a better brand reputation.