A unique bancassurance model

When ABB Insurance, CERA Bank and Kredietbank joined forces in 1998, a new and innovative player in the Belgian bancassurance sector was born: KBC. This pioneering project required a name and brand identity that would not only appeal to the local market, but also convey international ambitions. Remarkable was engaged to guide this process, giving thorough consideration to the right name that would reflect the merger of these three institutions while making a powerful impression on the market.

Approach & Methodology: A Thoughtful Name Creation

The name creation process had several steps, in which the input of a large number of employees was crucial. Because of the international nature and diversity of cultures involved, both internally and externally, it was deemed important to involve everyone and build consensus. This ensured the smooth realization of the new brand. After a thorough analysis and several strategic sessions, KBC was born. The name, which united the initials of the founders, proved to be a strategic masterpiece: short, easily pronounceable, and recognizable in multiple languages.

Over three months, several creative and innovative ideas were discussed during sessions with management. Remarkable carefully evaluated the Brand Equity of the existing brands to ensure that it was maintained during the transition to the new brand. Thanks to strong stakeholder management, we were able to ensure that we could finally go public with a transparent name unanimously. The name is short and powerful, and the 'K' stands for Kredietbank, the 'B' for ABB, and the 'C' for Cera. Moreover, it is also a name that sounds good in all languages and can be pronounced perfectly.

KBC's Glocal Approach: ‘Locally Embedded’ Branding

The choice of the KBC name was just the beginning of a broader brand strategy characterized by a unique “glocal” approach. This approach means that existing local names, such as CBC in Wallonia or K&H in Hungary, adopt the visual look and structure of the KBC logo, but retain their historical name. This “locally embedded” strategy ensures that local customers continue to recognize themselves in their familiar name, while benefiting from the consistency and strength of the KBC brand.

Internally, possible names such as KBAC and KBCA were long discussed and explored globally. Ultimately, the choice fell on KBC, a name that perfectly reflected the company's international ambitions without losing sight of its local roots.

Strategic Mergers and Acquisitions: A Brand that Connects

KBC's approach to preserving local brand identities while integrating them into the parent company's overarching identity is an important aspect of their brand strategy. Brand strategy plays a crucial role in mergers and acquisitions, and KBC's approach to integrating local brands into the design of the parent company is an example of how to harness the power of both local and global brand identities. This is essential to maintain customer loyalty and to ensure a smooth transition during integrations.

Transparent & Clear Results

Internally, among all parties, it was not easy to make decisions because the stakes were high. Remarkable assisted KBC in determining the right direction. Ultimately, a name was chosen that would resonate both locally and internationally. This proved to be a decisive success, as KBC remains consistently ranked as one of the most solid banks in Europe.

The collaboration between Remarkable and KBC shows how crucial it is to develop a brand strategy that ensures both local relevance and global consistency. By combining local brand identities with a strong overarching brand structure, KBC remains a leading force in the financial world, constantly connected to its customers' needs and market dynamics.