BPER HOME BANKING MOBILE DRIVERS
The audit enabled us to gather a pool of information so that we could identify the drivers of choice on which to base the bank’s newly-defined competitive positioning. An analysis of the banks’ positioning in their various local markets had highlighted a major opportunity: having a single brand would allow them to design a customer journey that could integrate the different cultures in order to achieve a clear vision and contribute to creating synergies, regenerating value and therefore business. What was the process of change that led you to this new positioning? We discussed this brand-led transformation with Sabrina Bianchi, the bank’s Brand and Marketing Communication Manager.īPER Banca was created out of a diverse group of regional banks. It has outperformed for profitability, productivity and solidity, while its continued growth saw net profits increase last year from 14.3 to 176.4 million euros. Today, the BPER Group is the sixth-largest banking group in Italy, with more than 1,200 branches across the nation and a global network of partners to support its customers. It wasn’t long before results could be seen. The first visible expression of this revolution came in 2015 with the launch of the BPER Banca brand, which served as the group’s new identity-and the foundation for its agenda and course of action.
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This was the indisputable starting point for the rebranding process, which was undertaken in partnership with Interbrand. Any transformation and growth plan must be rooted in the bank’s more than 150 years of history and values such as loyalty and responsibility, and honour its ties to the region. Having grown through mergers and acquisitions, in 2013 the team behind what was then called Banca Popolare dell’Emilia Romagna realised that radical changes were needed in order to sustain its business and growth.īeyond the creation of a new identity, the goals for the new brand were clear: it must have a distinct vision a strategy aimed at long-term growth a re-organisation of the brand portfolio and the reinforcement of a shared corporate culture. The bank that is today known as BPER Banca has a storied history that dates back to 1867, when it was founded as BP Modena.