Magazine article Marketing

50 Years of Fame: Brandfame - HSBC

Magazine article Marketing

50 Years of Fame: Brandfame - HSBC

Article excerpt

In 1999 the high street said goodbye to the Midland as a new name in banking arrived in the UK. 'The listening bank' was replaced by HSBC.

TV would play a big part in persuading UK consumers that the new name was a good thing, and in just six years the brand has become as familiar as those of the other main high street banks.

The work had started with the sponsorship of ITV Drama Premieres, a deal that ran for eight years until 2004. Before the bank's new look was seen on the high street, ITV was getting the public accustomed to its new logo.

'(This) introduced HSBC into millions of households in an enjoyable way as we worked to establish our brand as one of the most valuable in the world today,' is how the bank describes the impact of the sponsorship.

With the implementation of its new positioning as 'the world's local bank' in 2002, TV played a key role, with ads building on research findings that people appreciated the value of international organisations and services.

TV ads have focused on the perils of being insensitive to different cultures.

One 2004 ad by Lowe, 'Okey doke', portrayed a biker making his way across South America and giving the 'OK' sign to locals as he passes. …

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