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How branding drives global recognition in banking sector

By Princewill Ekwujuru

As the battle for the share of voice, share of mind and ultimately, share of pocket intensifies, especially in the banking sector, the need for strong branding is greater than ever before. Outstanding and consistent customer service, creative products and authoritative endorsements all add up to the brand arsenal.

bankThe Nigerian banks are daily rolling out new campaigns, new concepts, promotions, all in the battle of the mind. In the battle of the brands Guaranty Trust Bank , GTbank,   had taken almost full ownership of the brand space on service promise and delivery. But GTB is raising its profile in a fresh direction now. Rather than blowing its horns, it allowed other respectable institutions to blow the horns for her, in line with the famous brand quote by Amazon founder Jeff Bezos “Your brand is what people say about you when you’re not in the room”

In quick succession, GTbank scooped five international awards by globally acclaimed institutions.  Guaranty Trust Bank was named the 2015 Bank of the Year and Most Innovative Ai SRI 30 Company by leading international investment and communications group, Africa Investor (Ai), at the prestigious Ai Institutional Investment and Capital Market Awards in New York.

Launched in 2007, the Ai Institutional Investment and Capital Market Awards is the only pan-African Awards designed to recognize Africa’s best performing stock exchanges, listed companies, investment banks, research teams, regulators, socially responsible companies and sovereign wealth and pension fund investors. The investment and business leadership awards aim to reward exceptional business practices, economic achievements and investments across Africa,

According to Hubert Danso, CEO of Africa investor: “We are delighted to say that this year’s winners are our most exciting yet, and are   testament to the ever-improving investment climate in Africa. GTBank’s ability to continuously deliver notable success and significant progress across its businesses, despite increasing regulatory headwinds and an extremely challenging business environment has enabled it emerge double award winners in the 2015 Ai Institutional Investment and Capital Market Awards.

Not long after, Guaranty Trust Bank was named the Best Banking Group of 2015, Nigeria, by the World Finance Magazine, a publication reputable for providing comprehensive coverage and analysis of the financial industry, international business and the global economy. According to Michael McCaw, the Group Managing Director of World Finance: “The Nigerian banking industry has faced substantial headwinds in recent months.

Despite this, there has been significant work carried out by financial institutions in an attempt to find solutions for growing revenue and providing customers with excellent services tailored to meet their diverse needs. One Bank that has recorded remarkable accomplishments in all of these areas, is Guaranty Trust Bank .”

Following in succession, was the recognition of Gtbank for good corporate governance during the 2015 African Business Awards held   in New York. Launched in 2008 by African Business magazine, the African Business Awards has become the deûnitive business awards in Africa.


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