P Market Achievements History
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In addition to its Middle Eastern network, PROMOTION the Bank has a branch in London, UK and HSBC also appreciates the value of a representative office in Tehran, Iran. Other sponsorship in building its brand. In the Middle group members in the region include HSBC East, it supports business conferences, and Financial Services (Middle East) Limited, HSBC sponsors or advertises at sporting events Insurance Brokers Limited, HSBC Bank Egypt such as the Dubai Sevens rugby tournament SAE., HSBC Investment Company (Egypt) and the world’s richest horse race, the Dubai SAE., HSBC Securities (Egypt) SAE., HSBC World Cup. Its continuing relationship with Middle East Finance Company and HSBC Bank Jaguar Formula One racing team may well take International Limited. a higher profile regionally from 2004 with the Bahrain Grand Prix. HSBC’s sponsorship of Tim PRODUCT Henman in regional ATP tournaments has also Services provided by HSBC’s local teams helped to bring the brand to new customer include personal, commercial, corporate, segments. investment and private banking; trade services; The advertising campaign launched with the MARKET products and services. But the cash management; treasury and capital markets re-branding in early 1999 featured strong visual HSBC offers a fascinating insight into the key, and perhaps the challenge, services; insurance (through HSBC Insurance images of internationally recognised symbols. difference a powerful brand can make to even is to make them feel that the Brokers Limited); consumer and business finance It positioned HSBC’s hexagon as a universal the largest of companies. Combined with the experience is the same whichever (through HSBC Middle East Finance Company icon for a bank and communicated HSBC’s growth of the financial services industry in way they do their banking, namely Limited); and securities and custody services. scale and international reach. The second general, the HSBC story is a compelling one and that it is as convenient as it can This range of businesses with their roots phase of the campaign, launched in early can be truly said to have revolutionised financial be and that they will want to in the region, enables HSBC to deliver a 2002, focused on HSBC’s local understanding, services. come back for more. matchless range of financial services tailored through its long association with local The international financial services industry has As a brand, HSBC is still to the requirements of customers in each operations and employees. With the message blossomed in recent years, increasingly driven by a relative newcomer. However, country. It has an unrivalled mix of expertise ‘Never underestimate the importance of local what consumers want. Modern technology has the impact of the decision taken built up through the years coupled with knowledge’ it conveys the main essence of played a big role in these new realities. In the past, in 1998 - that all the group the strength of the HSBC Group itself, the HSBC as ‘The world’s local bank’. This message the only way to interact with your bank was to companies must adopt a unified second largest bank in the world by market is conveyed across a variety of media including visit a branch. Now the bank can be reached via brand, seemingly overnight, will capitalisation. satellite TV, cinema, regional and local press as the Internet, telephone, ATMs and through direct go down as one of the most ATM and credit cards from HSBC are well as in prime locations such as airports and sales teams who will visit customer homes or dramatic events in marketing among the most versatile and value added in the by the HSBC Group with full functionality, it will major thoroughfares. business. Already available elsewhere are banking history, certainly in the financial region. HSBC’s ATM card enables customers to provide a quality of service to match that of services accessible by television or via SMS. sector. HSBC is now becoming withdraw cash from more than 600,000 ATMs branch banking. BRAND VALUES The ‘remote banking’ revolution has attracted a member of an elite group worldwide. Its credit cards can access creditcard, HSBC’s free Phone Banking Service, allows HSBC’s cultural values are those of a responsible, even more competitors for the established of global brands such as Coca savings and current accounts (a service known customers to access both their banking and ethically-grounded, and conservative organisation banks - a new breed of ‘virtual’ brands offering Cola, Pepsi, Microsoft, BMW and as “triple access”) from more than 12,000 HSBC credit card accounts, pay utility bills and conduct that is committed to long-term relationships branchless banking over the internet. In the IBM, and despite the translation ATMs around the world. With a wide range transfers locally and abroad. To access this service with its customers. The group aspires to be UAE, internet penetration has reached 30%, the issues in the Middle East (H of value-added features including air miles (in in the UAE, customers can call 800-4722 or highly productive, team-oriented, creative and highest in the Arab world, and not surprisingly, alone transliterated into Arabic UAE and Qatar), travel and insurance benefits, for easy recall, 800-HSBC. Outside the UAE, customer-driven. Its vision, to be the world’s customers have been quick to take advantage of requires 3 letters) is now making credit cards from HSBC are among the market customers should dial +971 (4) 2288007. leading financial services company, is built on internet banking. good headway in replacing the leaders in the Middle East.To cater for customers integrity, trust and excellent customer service. This expanding marketplace has helped to long established “British Bank” sobriquet. Midland Bank of the UK in 1992, followed by who are concerned about online security, RECENT DEVELOPMENTS The diversity of the 81 countries and territories turn financial products into consumer brands, banks in Brazil and Argentina, Republic Bank New the InSite virtual credit card offers a range of The decision to create a universal brand for the in which HSBC operates - 13 of them in the attracting entrants from outside the traditional ACHIEVEMENTS York in 1999 and CCF of France in 2000,. features designed to minimise the risk of misuse, entire organisation, uniting most of its businesses Middle East - means that its operations can banking sector, especially in Europe and the Headquartered in London, HSBC Holdings The re-branding exercise was clearly another while the corporate card and purchasing card under a single identity, has had far reaching vary according to the regulatory and market United States. In the Middle East the appearance plc is one of the world’s largest banking and landmark achievement. allow business customers to plan and monitor results. Corporate signatures and names of requirements of different jurisdictions. However, of in-store branches, as well as new channels of financial service organisations. The HSBC expenditure effectively. companies around the world which had built HSBC aims to ensure that its brand principles accessing financial services, is clearly a move in Group’s international network comprises some HISTORY Launched in February 2002 in the UAE, up strong reputations, some of them for over a apply consistently to all of its activities. These are a similar direction. HSBC has a strong desire to 7,000 offices in 81 countries and territories in HSBC has a unique relationship with the Middle HSBC’s Internet Banking Service will be rolled hundred years, were replaced with the distinctive to treat customers as individuals, to recognize offer customers a better and more rewarding Europe, the Asia-Pacific region, the Americas, the East. HSBC Bank Middle East (formerly The out in the rest of the region in the first quarter HSBC and hexagon symbol. This move - initially their value, leave them in control, anticipate their experience through a wide range of quality Middle East and Africa. Hence, HSBC is a truly British Bank of the Middle East) was established of 2003. An award winning service, developed received with some reservations not least in needs, provide easy-to-understand products and international brand across the world. in London in September 1889. Originally known the Middle East - marked the Group’s accessible expertise. With listings on the London, as the Imperial Bank of Persia, the company realisation that it needed a strong, Hong Kong, New York and Paris began life as a bank to the imperial government international recognisable brand in a www.hsbc.co.ae stock exchanges, shares in HSBC of Persia. As the first or one of the first banks worldwide market. Holdings plc are held by around in a number of countries in the region, it has an The unification of the brand is only Things you didn’t know about 190,000shareholders in some 100 unrivalled tradition of service and commitment part of a much broader strategy to focus countries and territories. to the region. the strengths and capacity of such a large HSBC Through an international network In the UAE, HSBC was the first bank group for the benefit of its customers linked by advanced technology, established in the country, back in 1946. Seen and its shareholders. The changes HSBC was the first bank in Oman and the UAE including a rapidly growing as a pioneer, it was responsible for introducing accompanying the single brand are now (also Japan and Thailand) ecommerce capability, HSBC provides some of the benefits of modern banking in the beginning to emerge. Global products for a comprehensive range of financial region, in the form of technology such as the a global brand is at the cutting edge of HSBC introduced ATMs and the first electronic services including personal financial now commonplace ATMs as well as modern the strategy.