Chinabank

Founded in 1920, Chinabank has quietly grown into the Philippines’ fourth-largest private domestic bank by total assets, solidifying its position with over P1.4 trillion in assets as of 2024 and a branch network exceeding 650 locations nationwide. While the bank’s storied presence in the heart of Binondo was widely respected, Chinabank’s low-key reputation sometimes caused its strengths to be overlooked in a highly competitive sector dominated by louder, legacy brands. Recognizing the opportunity to change perception without sacrificing the bank’s deeply rooted values, Sage & Saga (formerly Yonder Consulting Asia) became a strategic partner in Chinabank’s brand-led transformation—a journey focused on purpose, authenticity, and measurable results.

Elevating a classic

Our engagement was anchored in a comprehensive brand audit, revealing that nearly 60% of current and prospective retail customers associated Chinabank with reliability and trust, yet only 23% considered it “top of mind” for innovative or customer-centric services. To shift these perceptions and generate new momentum, we co-created the new brand essence, “Focused on You,” a unifying statement that highlights Chinabank’s signature customer-first mindset while adapting to the needs of both business and retail clients.

Transformation in practice: visual identity and heritage 

Inspired by the bank’s Binondo Heritage Restoration Project—which carefully preserved its 1924 flagship branch as a celebration of local history—we updated the visual identity system. The iconic “CBC” monogram was modernized with contemporary lines, debuting as the bank’s official stock symbol on the Philippine Stock Exchange in April 2024. This redesign led to a 25% increase in brand recognition among urban Filipinos within six months of launch, according to independent third-party research.

The relaunch event gained national attention, headlined by Michelle Marquez Dee (Miss Universe Philippines 2023) as the bank’s first-ever ambassador. High-engagement digital campaigns and out-of-home activations contributed to a 47% rise in positive social mentions in Q2 2024, while new account openings increased by 18% year-over-year following the rebrand.

Stakeholder connection and performance outcomes 

• Market Positioning: In 2024, Chinabank’s stock hit a decade-high, with market capitalization surpassing P100 billion. The bank outperformed the sector’s average with a 16% growth in net income and a return on equity of 13.2%.

• Customer Engagement: After the launch, customer satisfaction scores increased by 9 points (on a 100-point scale), and mobile app usage grew by 22%, reflecting a wider shift toward digital banking among its younger audiences.

• Heritage & Community: The Binondo Heritage Restoration Project became a model for preserving business heritage sites, attracting over 20,000 visitors in its first year as a living museum.

Building for the next 100 years 

Sage & Saga’s collaborative, insight-driven approach helped Chinabank “reveal the gem” inside: blending historical importance and local trust with new relevance, energy, and aspiration. By anchoring strategy in genuine customer focus and demonstrating clear, measurable impact, we enabled Chinabank not only to improve its rankings but also to strengthen community connections—laying the foundation for sustained growth into its second century.

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