Brand strategy
A company’s identity is reflected in its brand. During the 2012 financial year, VP Bank revitalised its brand.
The brand has an impact not only outside the company but also within it. The constant goal of brand management is to harmonise the company’s self-perception, or identity, with its public impression. In an effort to elicit the desired external impact, VP Bank has particularised its “VP Bank – for intelligent solutions” brand promise by describing four specific attributes:
- Strengths in client dialogue and advice
- Networked with the best partners
- Globally linked
- At home in Liechtenstein
These attributes correspond to the self-perception of VP Bank.