Brand new strategy Faced with enormous choice in a competitive market, what makes a customer choose us? Customers look to a brand for reassurance that the product or service is right for them and meets their expectations. So it is vital to get our positioning exactly right to attract our targeted customers. Market perceptions shareholder value. The time has come to give Rabobank's wholesale aetivities a stronger and more recognizable pres- enee in the glohal market. While Rabobank remains the number one bank in the Dutch retail market, Rabobank wholesale units are increasingly strong contributors to the Group's balance sheet. People in the Rabobank International (RI) network will surely agree with Rabobankers in Rabo Securities, Group Treasury and Corporate Clients, that the resources within the wholesale units are vital to the continued success and growth of the Group. Disarmingly however, research has revealed that the market's understanding of the total offer of Rabobank products and services (based on its branding) is unclear. In the Dutch market, perceptions are distorted by the fact that the retail brand is so dominant. This has led to a lack of recognition of the Rabobank wholesale offering. 'The retail brand's reach does not extend to all those groups we aim to target,' explains Roel van Veggel, recently appointed head of Wholesale Com munications, 'including wholesale customers, the in- vestor community and those looking for employment.' Furthermore, it turns out that a majority of RI's target market does not perceive RI as part of a larger group of wholesale offerings. This means we need clearer positioning of the Group's various products and services and an easily recognizable wholesale brand to reach our target market. The Word I 21

Rabobank Bronnenarchief

blad 'RI The Word / The Word' (EN) | 2003 | | pagina 21