Ludmilla Koubanova- Moscow
Nicola Leonard- Dublin
Thomas Kwan-Hong Kong
Kanitla Kawithya- Bangkok
Karina Erenberg- Buenos Aires
The current Communications accents in Moscow are to promote Rabobank
as a Tripte A bank and its expertise in F&A. While food processing in Russia
is developing rapidly, primary agriculture needs a lot of attention. It is
important to communicate to people that Rabobank understands the
value of agriculture.'
0
5
4->
01
c
l/t
c
O
4-»
ra
u
E
E
o
u
'At ACC Bank we haven't branded nor co-branded as Rabobank. We have
been asking ourselves, as a "country bank", whether we should look at re-
branding as Rabobank. Is the market ready for it, are the customers, are our
staff? It's interesting to talk to the people here who have re-branded, such as
Australia hasdone with PIBA bank. If we were to re-brand, it'sgood to know
that there's knowledge here that I can tap into.'
'In the case of Hong Kong, we would not be positively affected if we
marketed ourselves as specialized in F&A. Our clients are more interested
in the commercial world: Global Financial Markets and Corporate Finance
are divisions that are doing relatively better. As a result, we need to position
ourselves differently in our market in order to generate business.'
'The Communications network is especially important for countries like
Thailand, where Rabobank is known as a co-operative bank rooted in
agriculture with limited local market presence. I've gained insight as to
how other offices facing this same challenge have succeeded in building
the brand.'
'The new Communications network has helped me to realize how important
the regional offices are to effective Communications. Now I have met my
regional colleagues with whom I can share ideas and ask for help in tailoring
the Communications to our Buenos Aires market.'
The Word I 23
