Italy-based UniCredit Group is adopting a new brand strategy for its brands. Under this strategy, the UniCredit Group master brand and its distinctive brand device will be used as an umbrella brand across all business divisions and countries.

Alessandro Profumo, CEO of UniCredit Group, said: We are a leading European bank, in fact the first truly European bank, and we want to be perceived as such.

We are convinced that all divisions of the group will benefit significantly from building a strong brand around our UniCredit Group master brand. We believe that we will benefit significantly from making clearly visible to our stakeholders – ranging from employees to customers – that we all belong to a strong international banking group, while continuing to actively promote cultural diversity and build on existing local brand value.