Emirates NBD unveils first rebranded branch

Published January 17th, 2010 - 09:22 GMT

Emirates NBD, the Middle East’s largest bank by asset size, unveiled today its first fully rebranded branch, reflecting the successful conclusion of the merger process between Emirates Bank and National Bank of Dubai. The unveiling of the rebranded Group Head Office of Emirates NBD in Deira, Dubai, which has also been entirely wrapped with the bank’s new corporate identity, will be rapidly followed by the UAE-wide brand integration of all 110 bank branches and 650 ATMs, the largest such network in the country.

The complete external and internal rebranding of the Emirates NBD domestic network is expected to be concluded in just 60 days, underscoring the bank’s commitment to efficiently finalising this significant stage of the merger process. In parallel, the bank is also rebranding its international network, including branches in Saudi Arabia, Qatar and the United Kingdom.

“With the merger completed, Emirates NBD, which serves more than 1 million customers across the UAE, is firmly established as a national and international banking champion,” said Ahmed Humaid Al Tayer, Chairman, Emirates NBD. “Under its newly unified brand, the bank will continue to support the economic growth and diversification of the United Arab Emirates and wider region.

“Today’s unveiling represents the final milestone in our journey towards total integration,” he added, “which has been formed building on the wise vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, who has long recognised the critical importance of the financial services sector to the long-term development of the National economy.”

“When we formally launched the merger process, all of us at Emirates NBD understood the scale of the challenge involved in integrating two of the UAE’s largest banks,” said Rick Pudner, Chief Executive Officer, Emirates NBD. “As today’s extremely significant announcement demonstrates, we have overcome those challenges, despite the additional pressure created by global economic instability, in a very aggressive time scale.

“The unveiling of our first fully rebranded branch, as part of a rollout process that will take place across the nation in the next two months, reflects the successful streamlining of our operations, the capturing of new synergies and the establishment of a common set of values,” he added. “I am enormously grateful to the entire staff of Emirates NBD, across our global offices, for their commitment to this important process – and to the more than 1 million customers who choose to bank with the Middle East’s financial services leader.”

“With a collective heritage of nearly 50 years, Emirates NBD Group is today a corporate, retail and Islamic banking powerhouse,” said Jamal Bin Ghalaita, Group Deputy Chief Executive Officer, Emirates NBD, “and our newly unified look and feel reflects the bank’s ability to offer a complete suite of integrated products and services to all our clients, including Private Banking, Priority Banking, Personal Banking, Business Banking, Investment Banking and Asset Management. Further, the consistency in our branding symbolises both our shared heritage and our shared, positive outlook for the future.

“Despite the challenges posed by the impact of the worldwide financial crisis, we are now entering a period of increased global and regional economic stability,” he said. “As the Middle East’s leader in financial services, we firmly believe that we must seize this moment to grow our franchise here at home and across the world. Indeed, we are confident that we can achieve that growth by building upon our core values of customer focus, service excellence, innovation, integrity, passion for performance and teamwork.

“As we look to the future with reinvigorated optimism,” Bin Ghalaita concluded, “we are enormously pleased to welcome our customers to the new Emirates NBD, where the world comes to bank.”

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