Rebranding as an Elementary Part of Corporate Repositioning and Reputation Management – Addiko Bank Example

Sa？etak Reputation and brand are two of the most important, if not the most important, corporate assets which play a significant role in the company’ success or demise. Brands have an ability to impact people’s perception and hence managing the brand and the reputation is more, much more than just having an interesting name, memorable slogan or recognizable logo. It’s about being loyal to its corporate values and remaining relevant to its customers. With the rebranding marking a fundamental change for the corporation, both in terms how it does business also how it communicates, this paper focuses on the rebranding of the former Hypo Alpe-Adria-Bank into Addiko Bank, with the new brand, being an elementary part of the business strategy. The aim of the paper is to show by developing a compelling new brand a bank burdened by past image can reposition itself and again become a viable contender. In order to get the full insight, focus groups, interviews and workshops with Bank’s management, employees and clients were conducted. Based on the research results, the new brand was created and launched with successful rebranding having a positive impact on not only corporate repositioning and reputation, but also on financial results in 2016 and 2017