Chinabank has recently launched an extensive brand revitalization campaign aimed at modernizing its identity and capturing the attention of a fresh clientele.
Coupled with a digital initiative, this marks a pivotal moment for the 103-year-old financial institution.
IMAGE CREDIT: https://www.chinabank.ph
New jingle: “Focused on you”
The bank has commenced with the replacement of the signage at its headquarters and branches as part of a phased deployment. It has also debuted a new advertising campaign along with the accompanying jingle, “Focused on You,” across various social media platforms.
Additionally, prominent billboard ads featuring its inaugural brand ambassador, Miss Universe Philippines 2023 Michelle Dee, who belongs to a third-generation member of Chinabank’s founding family, embellish key locations such as EDSA-Magallanes and SM MOA Globe.
This refresh builds upon Chinabank’s long-standing reputation as a dependable institution tuned in to the evolving needs of its clientele.
Embodied by its new tagline, “Focused on You,” the bank underscores its steadfast commitment to prioritizing the interests of its customers.
Throughout its century-long journey, Chinabank has supported individuals ranging from budding entrepreneurs to seasoned tycoons, treating each with equal significance and acknowledging the scale of their aspirations.
The revamped logo, featuring a stylized “CBC” monogram, conveys stability and simplicity while injecting a youthful and dynamic spirit into Chinabank’s identity.
Adapting to evolving landscapes, customer expectations
Gerald Florentino, Head of Chinabank’s Investor and Corporate Relations Group, stated, “Chinabank has consistently adapted to evolving landscapes and customer expectations over the years. We are confident that this brand revitalization will further elevate our stature and facilitate deeper connections while resonating with a broader audience.”
Established in 1920, Chinabank has been synonymous with meeting the needs of the Chinese Filipino community and business sector. While maintaining its deep-rooted connections within this specialized market, Chinabank has evolved into a resilient universal bank, currently ranking as the country’s fourth-largest private domestic bank.
Offering a comprehensive array of banking solutions catering to corporate, commercial, and retail clients alike, the bank’s leadership recognized the necessity of refreshing Chinabank’s brand to align with its trajectory of growth.
Aileen Vallesteros, Head of Chinabank’s Marketing Communications Department, stressed the significance of adapting brand strategies to engage both existing and prospective customers. “Our ‘Focused on You’ campaign underscores Chinabank’s enduring strengths and fosters a relatable bond with the emerging generation of clients,” she affirmed.
The seamless execution of the brand refresh was facilitated by the active participation of Chairman Hans Sy and President and CEO Romy Uyan, who played pivotal roles in decision-making processes, spanning the selection of the brand ambassador to the refinement of messaging and design elements.
This top-level endorsement ensured widespread acceptance and enthusiasm for the transformation across all levels of the organization. Chinabank has also enlisted the expertise of renowned advertising agencies Yonder and TBWA to craft its new logo and creative assets, renowned for their innovative approaches and industry recognition.
With its distinctive red branding, contemporary aesthetic, compelling messaging, and celebrity endorsement, Chinabank is poised to carve a distinctive niche in a competitive market landscape, primed for sustained success in the digital age.