Global Excellence Awards 2016 :
Union Bank wins branding award
Union Bank received the award for Excellence in Branding in the
Banking, Financial Services and Insurance sector at the Global
Excellence Awards 2016 in Kuala Lumpur, Malaysia.
Assistant Vice President, Marketing, Union Bank, Thishani
Dissanayake receives the award from Country Manager, CIMA,
India, Debasish Biswas.
Assistant Vice President, Marketing, Union Bank, Thishani Dissanayake
said, "We are honoured to receive international recognition for the
success in building the brand. The Bank's focused efforts in
re-establishing the brand as a full-fledged commercial bank to propel
its new strategic direction, have enabled us to build widespread,
sizable audiences within a short period."
"Following the landmark capital investment by the global investment
giant TPG in 2014, today, Union Bank has assumed a new business model
and a fresh brand outlook, having embarked on an ambitious journey
towards becoming a leading, household financial brand in Sri Lanka," she
"In line with this strategic direction, Union Bank developed a
comprehensive corporate brand building strategy themed, 'Make the rest
of your life the best of your life', to reach identified brand
objectives. The award affirms the success of the brand building efforts
that have secured noteworthy visibility and market presence in a highly
competitive industry," Dissanayake said.
The Union Bank brand has a 20-year history in Sri Lanka's banking
industry. Initially set up to provide financial solutions to corporates,
it was later repositioned to take advantage of business opportunities in
the SME sector.
Over the years, Union Bank has built a strong identity as a preferred
SME banking partner for aspiring entrepreneurs and diversified its
product and service portfolio, a Bank spokesman said.