New image launched for ABC’s new e-banking era

Agricultural Bank of China Limited unveiled its shining "Golden Online" logo to launch its brand image.
The launching of new image of ABC's e-Banking brand and its sub-brands marked the establishment of a complete and clear Golden Online brand series and further consolidated the market position of Golden Online as the most competitive and advanced brand in the sector. It will definitely initiate a new development mode for the marketing of e-Banking brands and lead the e-Banking into a new era of brand competition instead of service competition.

For these years, ABC has always adhered to the market-led and customer-oriented philosophy and blazed new trials in a pioneering spirit to rapidly develop its e-Banking business. ABC's first self-service equipment was put into operation in Guangdong Branch in 1987 and its online banking business was formally launched in 2002. By now, ABC's e-Banking business has formed five transaction channels including online banking, telephone banking, mobile banking, television banking and self-service banking, and three service platforms including customer service center, portal site and SMS service, with over 120 million customers, and the channels accounted for 57.78%. Meanwhile, ABC has always been leading in the financial innovation by launching various financial services and actively researching financial products for tri-networks integration. ABC's e-Banking business has come into a new historical point after these years' development.

As one of Five Golden Brands of ABC, "Golden Online" has been launched as early as in 2006. In recent years, with the "Golden Online" brand awareness expanding, its influence has been promoted, the core value gradually formed and the comprehensive competitive power increasingly intensified, thus providing powerful support and drive for ABC's market competition and business development. Currently, ABC's Golden Online has been awarded "Best Marketing and Promotion" by the Securities Times and "Best Business Development" by China Financial Certification Authority. ABC's Golden Online, favored by media and general public, also won nearly a hundred honors in the selection organized by Hexun, Tencent, Eastmoney, the South Weekend and other medias.

After four years, in the face of a new development period and new market environment, ABC launched a new brand image for Golden Online. In this way, ABC not only integrated advanced, fashionable and global elements into this new brand image but also took a new look at the brand positioning and interpreted the brand meaning in a more profound and clear manner. In order to grow into a international top-ranking online financial service provider, ABC identified the year of 2010 as the "e-Banking Marketing Year", launched e-Banking marketing activities such as "Experience Golden Online" marketing and promotion, activity of "Focusing on 2010--Sheng Shi Golden Online"and carried out a series of brand marketing activities together with Tencent, Eastmoney and Kaixin001, thus effectively promoted the influence and competitiveness of Golden Online.