Bank Pembangunan Malaysia Berhad

Challenge

Bank Pembangunan Malaysia Berhad

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 

Solution

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.

Outcome

BPMB now has a clear internal & external road map to develop a strong brand communications & engagement strategy.
The internal & external roll out is expected in mid 2024.