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82-year old Dhanalakshmi Bank goes for a brand revamp

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82-year old Dhanalakshmi Bank goes for a brand revamp

Signalling an arrival of new era for itself, Dhanalakshmi Bank, the 82-year old private sector bank, has initiated a brand transformational exercise that includes change in the logo and related branding treatment across all its customer touchpoints. The objective is to revitalise the brand imagery to appeal and resonate with the larger audience. The bank has appointed Fitch, London-based branding and design consultants, to chart out a new brand identity and retail design.

Speaking on the initiative, Sheran Mehra, Head - Marketing and Corporate Communications, Dhanalakshmi Bank, said, “The bank is growing and spreading its footprint across the county. The vision is to be amongst the top five in the next five years. The objective is to revitalise the brand imagery to appeal and resonate with the larger audience.”

Fitch will help the bank in creating the new logo (the name, however, remains unchanged), look and feel, branch design, etc.

Mehra added that the revamp would not be limited to the logo and retail design, but also translate into the tone, manner, style, which would lead to any piece of communication that went out of the bank internally as well as externally.

Dhanalakshmi Bank was incorporated on November 14, 1927, by a group of ambitious entrepreneurs at Thrissur, the cultural capital of Kerala. The bank started with a Capital of just Rs 11,000 and seven employees, and subsequently became a Scheduled Commercial Bank in the year 1977. The Bank has recently received approval from the Reserve Bank of India to open 66 branches and 380 ATMs across the country during 2009. This will increase the number of customer outlets from 279 to 725, helping it attain a national stature.

In the recent past, other financial sectors like Union Bank, IDBI and Axis have also undergone revamps. And now, Dhanalakshmi Bank, with a banking history of 82 years, is on the same road of a new strategic brand transformational initiative.


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