DSB Bank: Branding international expansion

 

Background

Dutch DSB Bank (since gone under) in 2006 wanted to expand abroad and opened an internet savings bank in Slovenia.

 

Assignment

Act as a sparring partner for the marketing manager with regard to positioning and branding for the Slovenian venture.

 

Role & Result

With the marketing manager I explored the options for positioning and branding of the internet savings bank in Slovenia. Important questions to be answered were if the positioning of DSB in the Slovenia would follow that of DSB in The Netherlands? If the Dutch name could be used there? Which role, if any, the name of the owner should play in the business name?

A complicating factor with the building of the brand was that the expressed brand values as they were mentioned in all external communication, were not the values expressed through employee and organizational behavior.

 

The sparring exercise helped the marketing manager formulate his proposal on branding and naming to the board.

 

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