From seven to one

We helped UniCredit become a major European financial services brand.






CEO Alessandro Profumo’s vision to “become a powerful brand as well” by “taking decisive action in the right direction” collided with the group’s complex brand portfolio, which comprised of seven coexisting local banks and inconsistencies and overlappings in terms of product and service brands.

Our extensive analytics, valuation, and strategic recommendations led to the convergence of the UniCredit brand into one masterbrand. A migration strategy was designed to transfer the equity of historical brands such as Cariverona, Credito Italiano, and Rolo Banca 1473.

The new strategy proved to be the “right direction” as UniCredit subsequently merged with HypoVereinsBank and acquired Banca di Roma to become one of Europe’s leading groups. UniCredit’s brand strategy became a much-imitated model for a host of other Italian banking groups.

Interbrand has served as UniCredit’s branding partner since the group’s inception, working over the years on a variety of multidisciplinary assignments.