(23 October 2009 – Global) ANZ has launched its new brand identity and positioning to support its super regional strategy.In March this year the bank officially launched the brand in Indonesia, one of the bank’s highest priorities in its super regional expansion.
The brand identity and positioning is the product of 18 months of research involving over 1,300 customers and 250 staff across Australia, New Zealand and Asia Pacific.
As part of the strategy the bank plans to establish a simpler fee structure, extending bank hours in the lead up to Christmas and on Saturdays in major shopping centres and simplifying mortgage pre-approvals.
Earlier this month ANZ announced that it would be rolling out retirement specialists to every branch by mid 2010. The bank also has initiatives to continue this by introducing more specialist bankers including Asian region specialists and small business specialists.
ANZ has said its new look consists of a modern simplified ANZ word mark and the new symbol is designed to give people throughout the super-region a way to recognise the brand in countries where non-English characters are used.
The new branding will be rolled out over the next 12 to 24 months on buildings, online, corporate stationary, marketing and advertising in the super region.
The bank has said the symbol’s central human shape represents ANZ’s customers and people and the three shapes signify ANZ’s three key geographies- Australia, New Zealand and the Asia Pacific.
Mike Smith, chief executive officer, ANZ, said that the new advertising campaign to be launched on Sunday and the re-branding of the bank’s offices and branches reflects ANZ today and the bank’s commitment to continue to change the way ANZ does things by understanding what is going on in ANZ’s customers world and making banking more convenient and less complex.