Sberbank Will Abolish Troika Dialog Investment Brand After The Merger
More than 20-years history of one of the most famous brands on Russian financial market is coming to an end. Troika Dialog after its merger with Sberbank will abolish its brand to became Sberbank’s investment department.
Troika Dialog is a legendary brand, one of the most powerful in the Russian market. In the short term, its disappearance would be frustrating, but in the long run it is the right decision.
It is impossible to develop two brands simultaneously, so the decision made by Troika and Sberbank officials seems to be right. Proper development of Sberbank’s own investment department will bring more recognition to the bank and its services.
For financial companies brand is not just an important part: more capital values brings reliability and access to different markets. If the brand is strong, it gives more opportunities to grow, to enter into partnerships and in this sense is quite clear that the brand is weaker than the Sberbank.
If to look at which of the two brands is more convenient to develop an investment business, then, of course, it would be Troika — the brand is 20 years old, and well recognized abroad, says managing director of BrandLab Alexander Eremenko at the same time it is the matter of long-term planning. After 5-10 years the brand of Sberbank will be justified on the investment market.
According to Eremenko, the decision to abolish the brand of "Troika" strong political component: Sberbank wants to be inclusive, not only associated with the retailers, but also with investment-banking business, and the rejection of the brand's "Troika" and would be beneficial to the brand value of the Savings Bank, and his reputation. According to Eremenko, a brand of "Troika" is worth $300-500 million "Troika" of internal evaluation is not carried out the brand, says her representative. All intangible assets of the company in 2009 estimated at $13 million.
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