Rebranding of Chinese Bank CZ Bank
Asian Banks Take the Lead
As significant shifts occur in the global economy and new technologies capture markets, the balance of power in the banking sector is changing. A telling example is the rise of Chinese banks in the Brand Finance rankings: in 2014, none were among the top five most valuable brands; by 2020, they occupied the top four positions. Customer loyalty within China and the overseas activity of these banks have propelled their brands to global leadership.
In addition to the dominance of local brands in the Chinese market, a key factor in their success has been the technological leap taken by Chinese banks to overcome their earlier lag. The rapid adoption of innovations necessitated equally swift brand evolution, driving their brand value's remarkable growth. Meanwhile, conservative American and particularly European banks, which did not face this challenge, have begun to fall behind.
Pressure from IT Brands
One of the drivers of change for Chinese banks was the growing competition from the IT industry. Until 2019, when Chinese regulators advised tech giants to reduce their activity in the fintech market, brands like Alibaba and Tencent, along with several smaller projects, were steadily increasing their dominance in specific financial service sectors.
This competition pushed Chinese banks to actively implement innovations not only in their processes but also in their brand communications. While American and European banks maintained their traditional approach, Chinese banks adapted to the preferences of a new generation of consumers and embraced digital communication channels.
Rebranding China ZheShang Bank
To attract individual clients and modernize its corporate identity, CZ Bank underwent a rebranding that introduced a refreshed style—including a new logo, color palette, typography, and other elements—as well as a redesigned website and mobile app. The updated corporate identity emphasized the bank's cohesive, energetic, and flexible personality while honoring its legacy.
The New Brand Style
The refreshed identity significantly improved the bank’s brand communication, redefining CZ Bank as a customer-focused banking brand and providing a robust framework to support its expansion into new markets.
Results of the Rebranding
Following the rebranding, the bank experienced increased interest from younger audiences. The shift from a traditional, dull image to that of a modern, forward-looking bank positively influenced public perception. CZ Bank also received recognition from partners and employees, who were inspired and proud of the results.
Order a Rebranding Project
You can order a rebranding and corporate identity development by contacting Electric Brand Consultants. Our brand analysts, strategists, and designers have extensive experience conducting rebranding projects in the financial sector and beyond.
