Eurobank Ergasias SA is the third largest bank in Greece by total assets and second by market capitalisation of 1.27 billion euro.

Challenge

How to refine the brand architecture and brand strategy to optimally support Eurobank’s business digitalisation strategy and facilitate the creation of digital customer experiences and digital banking products? Eurobank assigned Fjord Milan by Accenture Interactive to lead the project. Fjord, in turn, hired Ross Republic’s head of strategy to steer it.

Solution

Eurobank was recommended to change its brand architecture strategy from a house of brands approach to a monobrand to support an efficient build up of digital platforms and uniform digital behaviours towards end-customers.

Deliverables

  • Digital brand architecture
  • Digital brand strategy

Impact

Eurobank has digitalised its core banking products and customer journeys, and is now entering the product discovery phase that goes beyond the traditional banking product.

About the author

Tintti Sarola, co-founder at Ross Republic
CO-FOUNDER, CEO

Tintti Sarola

Tintti leads Ross Republic’s strategy team. She has in-depth knowledge of business development and branding in various B2B industries, and is known for delivering ambitious yet actionable recommendations.