In its first year of participation under its newly unified brand, Emirates NBD, the largest banking group in the Middle East in terms of assets, has been ranked as the number one banking brand in the Middle East by The Banker, a leading international magazine. In its findings, the publication attributed branding success to a combination of factors including products and services, technology, employee buy-in as well as strength and stability.
Emirates NBD, the outcome of the successful merger process between two legacy brands, Emirates Bank and National Bank of Dubai, hit the top of the regional rankings even as the rebranding process, launched a month ago, is in its final stages.
“This significant acclaim proves that Emirates NBD is today firmly established as an internationally trusted banking brand and represents our leadership role in corporate, retail and Islamic banking,” said Jamal Bin Ghalaita, Group Deputy Chief Executive Officer, Emirates NBD. “We are extremely proud of our new brand, which reflects our shared heritage, the capturing of new synergies and the successful establishment of a common set of values.”
The results, published by The Banker, a publication belonging to FT Business, the publishing and conferences arm of the Financial Times Group, covered the year ending December 31, 2009. The annual review called “Top 500 Banking Brands”, ranks financial institutions on a range of criteria including brand value and brand-specific financial and revenue data. The findings also reflected a general trend in the increasing strength of emerging market brands as well as global recovery in the banking sector overall.
“As we are entering a period of increasing economic stability, we understand that it is has become even more important for our customers to recognise a brand that they can depend upon for its strength as well as performance,” continued Bin Ghalaita. “Our newly unified look and feel reflects the bank’s emergence as a regional forerunner in areas such as Private Banking, Priority Banking, Personal Banking, Business Banking, Investment Banking and Asset Management.
“With a positive outlook and a firm belief in the strength of our brand, we are enormously pleased to welcome our customers to the new Emirates NBD, where the world comes to bank.”
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