The savings bank is to undergo a major rebranding process. “Considering the entire image lifting operation, we are talking of dozens of million euros,” according to CEC President, Radu Gratian Ghetea (photo). He added the bank’s new logo is currently under construction and that Brandient has come with several proposal to change CEC’s name. However, both Brandient and the bank are considering keeping the old name, while creating a new logo.
Brandient has valued the CEC brand to €27.9 mln. Thus, the state-owned bank ranks 16th in the local brands’ top, in terms of value.
The the deal closed between bank and the branding agency has a similar value to the €106,000 in profits that Brandient posted in 2006. The company’s turnover amounted to €320,000.
Brandient is the first branding agency founded in Romania. It is currently associated with Enterprise IG branding agency, part of the international communication group WPP. CEC is not the first Brandient client in the banking sector. The agency has previously contributed to the brands of several local lenders, including Credisson and Domenia Credit.
