The banks, their brands and the customer experiences they were delivering weren't keeping up with people's needs and desires. With 60% market share, Sberbank may have been the biggest player in the game, but it was losing ground to competitors. FITCH helped the bank reinforce its dominant position whilst also setting a new standard of retail banking across the sector.
After a comprehensive review of both the brand and the offer, we delivered a new positioning and platform for the brand. We developed a new visual identity, a new brand language and a new retail strategy. We then brought all this to life across physical, digital and human touchpoints in eight new branch concepts. After these concepts were rolled out across more than 2,200 branches, 66% of customers rated them better than other banks' branches.
It's no coincidence that, in 2011, just as all this came into effect, Sberbank featured for the first time in the BrandZ Top 100 Most Valuable Global Brands and climbed 25 places in the same list the following year. In February 2018 it eclipsed Santander to become the biggest bank by market cap in the whole of Europe.