Product details

Chizor Melize, a branding and communication consultant, and her team worked on the merger of two banks - Platinum Bank Plc and Habib Nigeria Bank Plc. At the end of merger process, the new brand, Bank PHB - also known as Platinum-Habib Bank emerged. The bank's brand identity was a unique mix of the old and new, with an overwhelming feel of the latter. Regardless of the huge success recorded with creating and implementing a new brand strategy, there were challenges that could not go unattended to. The crux of this laid in merging the contrasting cultures of the two merged banks. The situation was further heightened by the rapid growth at the bank, which resulted in large scale employment within a short period of time. Inability to personalize the created brand resulted in conflicts within the bank, and in some way influenced the final collapse of the bank. This case allows the facilitator to effectively introduce the concept of branding, provide an account of key elements as well as details on how they mix in the execution of an effective brand strategy. It also helps to highlight the link between building and communicating a brand, and the behavioural identification needed.