OREANDA-NEWS. Within the framework of the campaign in re-positioning the image of the Bank is acquiring new features. The main idea behind modification of the brand is to make people associate the Bank of Moscow with care for its customers, with affordability of services, openness in its work with customers, stability and universality. That being said, the new positioning concept does not cancel the previous positions of the brand, including those which, according to the marketing research results, were named among the strongest points of the image of the Bank of Moscow: an impeccable reputation, renown, reliability. Also, as the surveys have revealed, the logo of the Bank of Moscow has an enormous potential and does not require any amendments to it (this is why, it was decided that re-positioning and not re-branding was what was required).

At the same time many other respondents who participated in the marketing research described the Bank of Moscow as a fairly conservative financial institute. It is hoped that achieving new positions will help change this image in the eyes of the customers. One of the goals of re-positioning is modification of the brand in such a way that the Bank should have the image of a modern and viable financial institution.

The new strategy of positioning of the brand of the Bank of Moscow shall be based on the follwoing position: "The Bank of Moscow is your partner in life". The idea behind this is that the Bank is ready to help the customer at any time in his life through offering the widest range of services possible. The main points of the strategy lie in developing of cooperation based on rspect and maximum openness for all customers.

Furthemore, the new strategy is based on the emotional link between the customers and the Bank of Moscow. To a great extent the advertising campaign within the framework of re-positioning of the brand of the Bank is based on this very aspect. Among the paramount tasks facing the advertising campaign developers was particular emphasis on the emotional component of the brand. This is the reason why the advertising materials make use of the images of animals.

The creator of the re-positioning concept for the Bank of Moscow was the president of the WCRS advertising agency Mr.Robin White (UK).

It should also be noted that, in addition to the advertising and the PR campaigns, the re-positioning of the brand of the Bank of Moscow will include development of business processes. Among such are implementation of the CRM-system and the loyalty-increasing programme for regular customers, the plan includes a number of new solutions aimed at improving the quality of service provided to the customers.