Thursday, July 31, 2008 BPI launches new look, to give better services
REALIZING that a “generic” product cannot differentiate a bank from its competitors, the Bank of the Philippine Islands (BPI) is embarking on a nationwide brand revitalization campaign that promotes its “pro-active” way of engaging its customers.
Part of the campaign is the bank’s new bright red signage and redesigned logo, which were unveiled yesterday in its branch on Osmeña Blvd., Cebu City and is the first of its more than 800 branches nationwide to carry the fresh look.
The bank’s interiors were also spruced up to express BPI’s identity as an “approachable, affordable, and trustworthy financial advisor.”
BPI senior vice president and consumer banking head Nabbie Alejo also explained that the revitalization project is in response to the changing times and needs of the market rather than for competition.
She declined to disclose the investment cost of the campaign, saying it is not a “small amount.”
The 157-year-old BPI has 827 branches nationwide, including regular branches, kiosks, BPI Express Teller outlets and BPI Family Savings Bank branches. There are 37 BPI branches in Cebu.
Accessible
“Our branches are enough (for now) but we are still (continuing) to look at locations where it will be more convenient and accessible to the people,” Alejo said.
She said that BPI is the biggest bank in the country in terms of branch network and market capitalization, second biggest in deposit base, and third biggest bank in terms of assets.
Alejo added that the bank would also train its employees and encourage clients to give feedback so they could improve their services.
“The changes are more than cosmetic. Our focus will be more towards the customer while continuously developing and providing the best banking services and products possible. Our new look will provide a more convenient and more pleasant banking experience. That is what taking you farther means to us,” added BPI senior vice president and preferred banking head Dada Trillo.
BPI will celebrate its 157th anniversary next month. (NRC)
