Bank Alfalah

Limited
The Caring Bank

A Brand Journey
Best Practices Day 2009
Presented by:
Sirajuddin Aziz
CEO- Bank Alfalah limited

Contents

Beginning the Transformation

Experiencing The Prime Growth
Bank Alfalah A Service Business

Bank Alfalah:

Market Segmentation
Brand Image
Brand Goals
Brand Framework
The Logo / Grid
Brand Promise
Core Values

Brand Clarity
Road Map Towards An excelling Brand
Emphasis On Brand Experience
Our Strategy
Way Forward
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Beginning The Transformation

From HCEB to Bank Alfalah limited

Bank Alfalah limited was founded in 1997,

following the privatization of Habib Credit &
Exchange Bank.

Bank Alfalah
The Dhabi Group has
business presence in the
visionary leadership of
Nahayan has seen growth

a very strong and an ever-growing

Middle East. Bank Alfalah, under the
H.H Sheikh Nahayan Mabarak Al
by leaps and bound:

Investment exceeding USD 10 billion into Pakistan

Significant contribution in building and strengthening both corporate
and retail banking in Pakistan
Currently the 5th largest bank operating in Pakistan
Provides exceptional services through 284 branches nationwide and
plan to expand the network to 321 branches by year end December
2009.
Expanded regionally in Afghanistan, Bangladesh and Bahrain.

A Service Business- Market Segmentation

We define Market Segments through research
Identifies them for complete demographics and physiographic
Gives a clear understanding of penetration objectives for a certain
segment
Our Call Center Customer Relationship Management (CRM)
Structure has been helpful in identifying the segmentation
Such segmentation has allowed the Bank to steer its Brand
positively in the minds of its target market through in depth
knowledge of their circumstances

A Service Business
(continued)
Customer

Money

Finance

The
Caring
Bank

Product & Service

Branch UAN - WEB

HR and RD
Human
Capital

Bank Alfalah
Brand Image
Brand Image is created in the mind of
consumers by
Specific qualities
Delivering promises
Slogans
The brand name
The logo
The most important exercise in developing
the Brand Image of a bank is making an
intangible product or service more tangible
- and easier to differentiate and
communicate

Bank Alfalah has created a sophisticated yet approachable image

(continued)

Bank Alfalah uses a Penetration Marketing Strategy

It focuses on ordinary customer as well as on a niche clients
Our Brand Promise, The Caring Bank, has been fortified in the
minds of customers through real practices
The evolution of the brand has been occurred in sync with the
evolution of its clientele
A properly implemented brand strategy has provided a clear and
consistent differentiation in the competitive arena

The Logo / Grid

The Grid consists of Blue, Gold & White colors and provides a
corporate and sophisticated frame for Bank Alfalahs
communication
Royal Blue:

Describes Royalty, Prosperity.

Mustard Gold:

It marks progress,
Creativity
It also projects an advantageous and favorable

image
White:
White
stately

The achromatic color of great lightness depicts

quality and precision

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(continue
d)

1.Alfalah signature is a graphic representation of the Bank and the

core values for which it stands.
2.It is formed through a combination of the three most important
visual elements of the bank, i.e.
1. the Bank Alfalah symbol,
2. the English word-mark and
3. the Arabic word-mark.
3.The Arabic word-mark used above the English depicts the Arab
origin of the Banks parent company, i.e. The Abu Dhabi Group.
4.The logo is also embedded with an inherent meaning, wherein
Falah literally translates to Progress
4.The symbol visually depicts
development and growth.

the

banks

global

5.Together, the logo represents the growth and progress

vision

of

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Brand Promise
The Caring Bank
The following points come to a customers mind with such a brand
promise:
Easy approach to all departments
Feeling of self respect and security
Acquaintance
Guaranteed profit and fulfillment of dreams

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The Caring Bank 3 Core Values

Trust

Confidence
Faith,
Reliance,
Belief
Hope

Trust for sponsors investing in our country

Customers invest their TRUST in our Bank
Trust of the Management in its employees

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Commitment
The act of binding yourself
(intellectually or emotionally) to a
course of action
Commitment by the Bank to serve our
customers
Commitment of management for providing
continuous innovative products and
services
Commitment of the Employees towards
the organization.

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Commitment: Range of Products

(continued)

15

Responsibility

A form of trustworthiness;
The trait of being answerable to someone for something
Responsibility of being custodians of our customers
financial Assets
Responsibility of contributing to our Country & Community
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CSR, Philanthropy & Sports

Brand Clarity
The essence of our working philosophy is
TO SERVE FROM THE HEART translated into our
Brand Promise THE CARING BANK

Our Brand values are

Trust,
Commitment &
Responsibility
Our values are towards our stake holders, our customers, employees,
investors and the communities we serve in.
These 3 Core Values are also solid sub-brand promise, one that our
brand has succeeded in keeping
Our brand objective is to enhance and provide adequate leverage.
Weneed to be clear, consistent, integrated and focused towards
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our future

Responsibility: CSR, Sports and Philanthropy

(continued)

Its has been a primary concern of Bank

Alfalah to ensure continuous contribution to
the community development
Bank Alfalahs CSR entity is well recognized
among the corporate and other sectors in Pakistan
Bank Alfalah is committed to the renovation, restoration and
promotion of socially beneficent goals and objectives
The Bank has proven its loyalty to Pakistani nationals, a loyalty
which is returned through an equal amount of loyalty to the
brand
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(continued)
1.For the last 11 years, Bank Alfalah
has sponsored a range of sports
activities for men, women, children
and professionals.
2.These sports activities includes
Cricket
Tennis
Motor sports
Golf
Polo
Traditional wresting, athletics
3. The Bank has been generously donating to non-profit institutions
working on
improving healthcare and education in Pakistan
4. The Bank has been a major sponsor for upgrading and maintaining
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civil infrastructure in major cities of Pakistan.

(continued)

Sports Imperative and Branding

20

(continued)

Sports Imperative and Branding

21

Road Map Towards An Excelling Brand

1996-2006 2006-07

2008

2009

2010

Solidity

Consistency

Integrate

Enhance
& Leverage

Clarity

Identified
& clear
goals

Centralized
brand
marketing

Stability
through
equity

Clarity on
essence,
values &
objectives
on the
brand

Product &
Service
Innovation

Identified
&
validated
brand
issues

Standardized
Corporate
Identity with
guidelines on
Brand
communication

Centralize Product Enhance the

Development &
Corporate Value
Product Strategy
Leverage the
Standardization of
Right Customer
Branches
Experience

Developing
guidelines for
Critical Touch
Points of the
Bank

Align strategic
intent with value
centers
Introduce refreshed
Corporate ID &
focused towards
the essence of our
identity

22

Transition

23

2007 10th Anniversary

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Emphasis on Brand Experience

Perceptual

Experiential
Validation

Promise

Quality
Service
Value

Brand Image
Emotional
connection
with the brand

Usage

Impact
Market Penetration
Share of wallet

Our Strategy
We defined a Brand Personality which we wanted others to
perceive about us The Caring Bank
This overall Brand Personality is based on CARE. Thus the whole
communication, products, services and brand experience revolves
around this core perception. However the communication strategy,
medium and manner may change from segment to segment
Initiatives were taken so that people perceive what we want them
to perceive, i.e. The Caring Bank. This is almost like touching
their hearts and souls
We achieved such a feat by moulding our identity into their
identity, by showing them that we are their own bank, we have to
think like them and appreciate what they do

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(continued)

We relate care to all branding practices with main areas of

concentration being:

Branch Ambiance and Comfort

Products & Services
Communication
HR Development & Training
Community Development & Heritage
CSR & Sports

These areas will be further emphasized in relation to the

main Brand. However, Marketing Communications will select
the right activity according to the target segment.
Marketing Communications as a carrier to achieve
penetration, all aspects will be explored to finalize a
complete and all encompassing symphony of communication
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targets

Way Forward

A brand strategy has been formed to migrate advertising from

promotion centric to brand centric

Capitalize on Bank Alfalahs customer perception of a modern

and a progressive bank

Expedite focus on technology based convenience ATMs,

Phone Banking, Branchless Banking, Internet Banking
and E-Statements etc.

Aggressively pursue database marketing to cross sell more

products to existing customers (across consumer & branch
banking)

Focus on telephone wait time and clarity and transparency of

credit card statements whilst improving ATM up time
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the journey Continues!

Thank You

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