UniCredit in CEE: Rebranding and the fight against the „Maybe“

• 400 brands in UniCredit Group rebranded within one year
• 9 countries in Central Eastern Europe are fighting against the „Maybe", 2009 16 local banks will live without the "Maybe"

In the course of an international rebranding, UniCredit Group now presents itself with a very clear and consistent brand strategy. "We have had to achieve total clarity of who we are, consistency in what we say, and leverage what we offer across our Group. First and foremost we focus on the customer. It is not talking about how great we are. It is about what we can do for them", so Christina Wreth, Head of Identity & Communications for Austria and CEE at Bank Austria.

In a first step the brand names across the Group have been aligned with UniCredit. Since the beginning of 2007 more than 400 brands within the Group were rebranded, that has been the biggest rebranding project ever in the European Banking business. "We want to grow together as a Group, we want to feel as a Group and the rebranding and one common brand positioning make it possible".

But branding is for the UniCredit Group more than just changing names and logos. Therefore, one common brand idea and brand positioning were developed by the Group. "We want to motivate customers and show them that they have a strong and trustworthy partner. We will actively help them to shape their futures. It is crucial not just to talk about services and problems, but to connect to their ambitions and goals and how they can be achieved", so Gintaras Maželis, Head of AS "UniCredit Bank" Lithuania Branch.

Based on the Group brand positioning, UniCredit Group did a very bold move: One central idea for all countries and all business divisions: Cross out the MAYBE! The creative concept focuses on the role the Group plays in guiding customers in crossing out their doubts and supporting them in taking the right decisions to shape their own future by applying the products, services and skills offered by the Group. This is represented by crossing out the customer's personal "Maybes". Up to the present 9 local banks in the CEE countries have realised the concept, up to 13 till the end of the year and 3 will follow in 2009.

„We want to motivate our clients to think positive about their banking activities. Therefore we eliminated the word „Maybe" and say: Let's start! Our clients should see the local bank as trustworthy partner to plan the future", so Gintaras Maželis, Head of AS "UniCredit Bank" Lithuania Branch. further.

The new brand concept supports UniCredit Group to accelerate the move towards a common corporate culture, provides clarity and coherence for the customers and increases the efficiency in marketing & communications activities across geographies.

About UniCredit Group

With total assets of more than €1,060 billion, ranking among the top financial groups in Europe, UniCredit has a presence in 22 countries, with over 40 million clients, round 10,000 branches and some 180,000 employees.
In the CEE region, UniCredit operates the largest international banking network with over 4,000 branches and outlets, where more than 83,000 employees serve about 28 million customers. The Group operates in the following countries: Azerbaijan, Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Kazakhstan, Kyrgyzstan, Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Turkey and Ukraine.

Further information:

Ramunė Pigagaitė
Marketing Officer
+370 5 2745 364
ramune.pigagaite@unicreditgroup.lt