LMD Readers’

MOST LOVED BRANDS


Q: How does the bank leverage branding to differentiate itself from competitors?

A: Commercial Bank is dedicated to strategic brand development that ensures a unique brand experience. Our branding strategy goes beyond mere advertising, involving all levels of the organisation. We prioritise crafting brand narratives that resonate with customers, staying true to our core values.

We gauge brand equity to foster strong emotional connections with our audience. Each branding activity is strategically planned to align with brand values, communications and delivery for maximum impact.

Commercial Bank continuously monitors brand performance, both qualitatively and quantitatively. This includes tracking brand equity scores and top-of-mind awareness for both corporate and product brands, ensuring success in connecting with target audiences, which enables us to build greater equity.

Q: Share a brief overview of your brand’s history and developments over the past 12 months…

A: With a history spanning over a century, the Commercial Bank brand stands as a testament to longevity, strength and adaptability in an ever-changing landscape. Throughout its evolution, the bank remained steadfast in upholding foundational values, emerging as one of the most formidable brands.

Our unwavering dedication to service excellence, transparency, governance and sustainable business practices are pivotal in our sustained success, underpinned by a commitment to offering impactful products and services that enrich the lives of our customers.

Over the past year, the brand has continued its upward trajectory, culminating in the unveiling of a refined logo featuring a prominent green element.

This symbolic addition underscores a commitment to sustainability – encompassing diversity, inclusivity, good governance, transparency, social equity, accountability and eco-friendly banking solutions, marking a milestone as the first corporate entity to integrate sustainability into its corporate identity.

Q: What are the brand’s strengths and opportunities for growth?

A: Commercial Bank is an example of resilience and adaptability, having navigated the changing tides of time while upholding its core values. Our enduring success is attributed to a steadfast commitment to quality, transparency and sustainable business practices. We remain dedicated to delivering a portfolio of products and services that tangibly impact the lives of our stakeholders.

We are also poised for further growth, both domestically and regionally, in line with our strategic vision of becoming a world-class regional banking institution. As we evolve, we’re confident in the many opportunities that lie ahead for the brand.

Q: How is Sri Lanka’s economic outlook impacting brands and branding?

A: In a stressed external environment, businesses face many challenges. When organisations enter survival mode, branding often takes a backseat. Both globally and locally however, savvy organisations recognise the importance of strategic branding in trying times.

There are many success stories of organisations that employed innovative methods to capture attention and build brand equity without excessively straining resources. This highlights the critical role of strategic branding in navigating economic turbulence while maintaining brand relevance and resilience.

Q: In what ways should organisations maintain a balance between investments, innovation and financial performance in the prevailing business environment?

A: The delicate balance between investments, innovation and financial performance underscores the critical role of strategic management amidst any challenge. And attaining an optimal blend of these elements is imperative for achieving organisational objectives.

Consistently evaluating investments, fostering innovation and monitoring financial outcomes are equally vital. This iterative approach enables adaptability and optimisation to meet the ever-changing demands of the market.

Q: With new customer segments such as Gen Z, how are you adapting your branding strategy to reso­nate with this demographic?

A: Amidst expanding and diverse customer segments, sole reliance on traditional methods can render strategies obsolete. Recognising this, our approach prioritises adaptability through rigorous research and in-depth studies.

By continuously aligning with the shifting landscape of media consumption habits and purchasing behaviours, we ensure relevance and resonance. This proactive stance empowers us to craft nuanced, tailored branding strategies adept at not only building equity but also deeply connecting with evolving audiences.

Telephone: 2486000 | Email: info@combank.net | Website: www.combank.lk