Brand strategy

Building a global masterbrand

As the first truly European bank, our strengths lie in our scale and diversity – our ability to cater and appeal to all markets. This gives us the ability to offer our customers an incredible range of products and services.

As we want to be recognized as one of Europe's leading banks, we have to achieve total clarity of who we are, consistency in what we say, and leverage what we offer across our Group.

That is why it has been decided to align our brands closely with the UniCredit master brand. This result goes a long way towards creating a single-minded, strong brand presence throughout Europe, while maintaining the local brand value where we believe it is of high value.