Strategy
BNP Paribas Wealth Management Unveils New Brand Positioning

BNP Paribas Wealth Management has unveiled its new brand positioning as part of its plan to differentiate itself from competitors in what has become an increasingly competitive marketplace.
BNP Paribas Wealth
Management has unveiled its new brand positioning as part of
its plan to differentiate itself from competitors in response to
what has become an increasingly competitive marketplace.
The new positioning will be applied to all communications
platforms, including digital media, social networks and client
communications, BNP said in a statement. The rollout begins this
month with a new advertising campaign which will be featured in
international and national media.
Central to the new branding is the slogan: “Your wealth has a
voice. Let it be heard”, which has been adopted in 30 countries
with local brand identities. BNP said that the campaign will have
a strong digital presence, appearing in airport business class
and private jet lounges.
“It aims to reveal how, as a private bank, we differentiate
ourselves from our competitors, and how we are committed to serve
all types of clients: entrepreneurs, families, professionals, to
reach their full potential,” said Sofia Merlo, co-CEO of BNP
Paribas Wealth Management.