Co-opbank Pertama

Challenge

Preparing one of Malaysia's most established financial institutions for a brand transformation

Despite an impressive heritage dating back to the 1950s, Co-opbank Pertama finds itself struggling to stay relevant within an increasingly competitive Islamic Finance environment.

Standing still is not an option so the bank needs to evaluate exactly what it needs to do to align itself more closely with the changing preferences and needs of customers.

Solution

Fusionbrand developed an end to end brand audit that investigated the perceptions, needs & value requirements of all internal & external stakeholders of Co-opbank Pertama.

We also explored the current visual assets of the brand as well as communications & experiences of interacting with the brand at various touchpoints to see where improvements can be made.

The findings of the brand audit identified numerous areas for improvement & also opportunities to differentiate the bank from the competition. Improvements to the visual assets were also recommended.

Following the brand audit, the bank knew exactly what improvements it had to make & where, enabling the bank to adapt more effectively to the demands of the market.

Outcome

The bank implemented a number of recommendations from the audit & these yielded positive results, leading to improved perceptions among both internal & external stakeholders.

Other changes such as to the Brand Identity are being implemented more gradually.

Moving forward, a follow up brand audit in 2024 will measure the effectiveness of the recommendations implemented.

It is anticipated that the recommend brand refresh will be actioned at this time to make the image more contemporary.