Over the 10 years of DBK gained a reputation of hulking financial unit. This image didn`t match the main strategic initiatives of Bank - economic development of Kazakhstan, attraction of foreign investors and sponsorship of more large-scale projects. The DBK direction made a solution to change its substantially as the internal and external Bank policies to increast the effectiveness in achieving of new goals and tasks.
Experienced specialists from Branding Brandson agency conducted complex of rebranding works for Development Bank of Kazakhstan.
The works started with expert interviews with top-managers DBK and potentional lendees. Interviews showed that complexity and entanglement of procedures necessary for getting borrowing are frightening for lendees. We analyzed factors of competition appearance on investment market and selected the main criterions for choise of bank. Market audit proved complexity of DBK competition with second level banks because of objective factors of market environment.
Specialists from Brandson made a conclusion that DBK has not yet fulfiled its potential to attract interesting key projects in the economy. DBK main advantages: access to resources, recognizability and governmental support.
While we were formulating the brand essence we thought how to communicate in one message interests and needs of all target groups, to find a point of intersection that could be understandable and acceptable for mainstream people. And we found this point: DBK - is an icebreaker of financial market and flagman of economic development of Kazakhstan.Project Director Ekaterina Korsunova
Rebranding became a sign of global reloading, a logic result of all changes and new strategic tasks. non-executive director, member of board of directors DBK Ullf Vokurka
We should to give proper respect to Brandson - a team of professionals who come up to every project thoroughly and enthusiasticallyDepartment of external DBK communications Director Kayrat Kaliev Кайрат Калиев