After a merger with Danajamin, Bank Pembangunan Malaysia Berhad (BPMB) was struggling to create a positive brand culture leading to internal conflict & high attrition rates.
Furthermore legacy issues were affecting efficient communications & a sense of lethargy had engulfed the business.
Despite its rich heritage & huge contributions to the growth of Malaysia’s infrastructure & nation building, it was barely recognisable to the general public
Fusionbrand developed a comprehensive Internal brand Audit to identify the full extent of the issues affecting the business & what exactly needed to be done to unify the brand internally before developing a brand strategy to build the brand externally.
Fusionbrand also developed an external brand audit to explore perceptions of critical stakeholders & how best to identify & target customers as BPMB is more B2B than B2C.
Among the dimensions assessed were internal & external brand perception, brand identity, corporate culture, communications, awareness, competitors analysis, SWOT analysis as well as experiential audit.
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