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 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 said.

"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.