Sarmayeh Bank is the sixth private bank in Iran and the first private bank with the largest initial capital in the country. This bank started its activity in 2004, but faced with economic margins. In 2016, the new management structure of the capital bank, with the intention of reviving the lost reputation of the brand, started changes in the brand identity structure, and new branches were established in other countries. be established. Wend International Company should be invited to develop strategies for Sarmayeh Bank in line with the mood of an international brand. Rob Janoff, a well-known designer and designer of the Apple logo, was Vand’s international partner in this project.
Vand’s strategists conducted many in-depth studies and field interviews to evaluate the brand’s position in the minds of Iranian audiences and identify the mental image of the customers towards Sarmayeh Bank. In a wide range of benchmarks, the top 20 banks in the world were studied and the position of Sarmayeh Bank was evaluated in comparison with international competitors and other Iranian private and state banks. Studies were also conducted on logos and detailed and in-depth interviews were held with middle and senior managers and the board of directors.
Studies were also conducted on logos and detailed and in-depth interviews were held with middle and senior managers and the board of directors. Based on the results of in-depth studies of the project, about one-tenth of the respondents remembered the embezzlement of the Farhegian Fund when they heard the name of the Sarmayeh Bank. Therefore, in formulating brand strategies, acquiring and strengthening indicators such as stylish, modern and authentic in identity and personality were put on the agenda of brand managers, and the steps of the branding project to create an international identity were defined.