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As one of Morocco’s leading financial institutions, BMCE Bank had an established reputation for its international reach and customer trust. With its expansion into multiple African markets, the bank aimed to unify its brand identity under a single, cohesive name—Bank of Africa. This transition sought to reinforce its commitment to the continent’s economic growth while maintaining the confidence of existing customers and attracting new ones.
BMCE Bank faced the challenge of implementing a large-scale brand transformation without alienating its loyal customer base. The transition to Bank of Africa needed to balance continuity with innovation, ensuring that clients recognized the bank’s legacy while embracing its renewed vision. Additionally, perceptions of African banking varied among different customer segments, requiring careful messaging to position the bank as both a strong local and international financial player. The challenge also included overcoming resistance to change, addressing concerns about service consistency, and clarifying the advantages of the new identity.
To navigate this transformation successfully, Averty conducted an in-depth qualitative study involving five focus groups with key customer segments, including current clients, non-clients, professionals, and opinion leaders. The study aimed to gauge reactions to the rebranding, uncover potential concerns, and identify messaging strategies that would enhance acceptance. By gathering detailed insights, the bank could refine its communication approach and reinforce the benefits of the new brand identity. The findings highlighted key themes such as trust, accessibility, digital transformation, and pan-African economic leadership, allowing Bank of Africa to address customer expectations effectively.
Strategic Refinement: The study provided clear insights into customer perceptions, guiding the bank in fine-tuning its branding and communication strategy.
Customer Trust and Retention: By addressing concerns about service continuity and transparency, the bank reassured clients about a seamless transition.
Stronger Market Positioning: The research helped position Bank of Africa as both a trusted local institution and a leading force in Africa’s economic development.
Effective Communication Strategy: The study informed a targeted, multi-channel communication campaign to ensure broad awareness and acceptance.
Enhanced Competitive Edge: Insights from the research allowed the bank to differentiate itself and strengthen its appeal among various market segments.
Ghali Center, Bd. Abdelmoumen, Casablanca, Morocco
13 Mostafa el Nahas street
First floor flat number 4, Nasr City
Office 226, RKM building
Opp Al Qiyadah Metro Station
Hor Al-Anz, East Dubai, UAE.
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