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