Danske Bank is a universal Nordic bank serving all types of customers, from individuals and businesses to large institutional clients.
In 2016, the bank wanted to evaluate the position of its Master brand, the perceptions of all key stakeholder groups, and the logic behind its brand portfolio.
We conducted an overall assessment of these three areas by reviewing a large amount of existing knowledge and insights, auditing key touch-points of the bank and its many sub-brands, conducting primary research, meeting internal stakeholders, and identifying relevant best practices.
Our findings and recommendations are now informing a series of decisions by the bank’s senior management.
As we work with it to implement the recommendations, Danske Bank is becoming a more stakeholder-informed and brand-driven entity – as befits a national icon that is so deeply embedded in Nordic societies and economies.