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Eastern Bank Limited: Brand Communications
EBL's communication initiatives leverage its renowned logo introduced in 2003, the tri-colour mnemonic signifying the colours of the sun, sky and mother earth. The vibrant colours of the logo radiate a sense of youthfulness. Different Brand surveys consistently show EBL as one of the most widely recognized financial brands in Bangladesh. EBL's brand and visual identity have recently been evolved to match the Bank's ambition and confidence. The concept of putting the vibrant yellow colour up front is underpinned by three core elements. The logo now stands alone on all communication materials amidst bright yellow delivering a premium, consistent and confident look and feel. The Bank's corporate design of the tri-colour flow is supported by a well-defined brand personality highlighting EBL's unique characteristics-a passionate, precise, confident and agile mind. The final element in the logo design is the claim, 'Simple Math' which demonstrates the passion that it promises.

EBL actively embraces its role as a corporate citizen. It regards Corporate Social Responsibility (CSR) not a charity, but an investment in society and in its own future. EBL's goal as a responsible corporate citizen is to build social capital. The Bank leverages its core competencies in five areas of activity: through social investments it aims to create opportunities; with its involvement in art and music it fosters creativity; via its educational grant programme it enables talent; through its commitment to sustainability it ensures long term viability, and the Bank's employees regularly participate in activities that provide social support.

EBL in cooperation with the Dhaka University Alumni Association (DUAA) has been regularly providing a financial grants to meritorious but disadvantaged students of Dhaka University since 2007.

The HR motto of EBL is: "We do not offer jobs, we offer career." EBL is widely recognized for its gender impartial work environment, corporate culture and best practices that attract and help retain top talents of the industry. EBL's employees are its brands.
Recent Developments
Expanding and diversifying business is key to sustainable growth. As part of sustainable growth strategy, EBL has opened EBL Finance (HK) Limited, a fully owned subsidiary, in Hong Kong in 2013 to cater to the ever-expanding business requirements of RMG sector and trade business growth of Bangladesh. EBL Finance (HK) Limited has been successful in penetrating into Hong Kong and China Market and captured a sizeable portion of Bangladesh linked business. Establishment of this foreign subsidiary has also allowed Eastern Bank Limited to expand its operations into a global context as well as diversify its revenue base. In the past couple of years our Hong Kong wing has posted substantial growth. Just to illustrate the point, in 2017 alone PAT raised at HK dollar 10.6million, loans and advances book size stood at US dollar over 71 million. EBL's second overseas outlet in Myanmar has been established mainly to cater to Bangladesh exports of pharmaceuticals, frozen foods, agro and chemical products, jute goods, and woven garments to the bordering nation.

EBL is going to spread its banking wings to Guangzhou, China and neighboring India by establishing a full-fledge branch in Kolkata as part of a move to establish its regional footprint.
Brand Value
Eastern Bank's claim, 'Simple Math' has always been much more than just a marketing slogan or an advertising strap line, it defines the way that the Bank does business. Through the consistent delivery of the promise EBL aims to live its brand promise of excellence, relevant client solutions and responsibility to all stakeholders.

Simple Math - as the strap line goes, EBL offers simplicity in all its banking services and products. From products and services to processes, EBL tries to uphold the essence of the message, simplicity. EBL strongly believes in investing in human capital and as such people is regarded as the most valuable asset of the company.

All in all, EBL has established itself as a valuable brand in Bangladesh symbolizing innovation, quality and trust.
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