Strategy

BNP Paribas Wealth Management Unveils New Brand Positioning

Stephen Little Reporter London 21 May 2014

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.

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