Al Masraf, the new brand name for Arab Bank for Investment & Foreign Trade was formally unveiled recently to replace the 33-year-old ARBIFT.

The move represents a significant milestone in the bank’s history and further signifies its leading position in the UAE and the region, said a statement.

“Leveraging on our position as the only commercial bank in UAE which is owned by the Federal Government, we are operating in one of the most competitive markets in the world. It is important that every part of our output evolves and innovates to keep pace with our audience. Al Masraf re-brand is a result of an extensive study conducted by the bank that showed the necessity to create a current, modern business image that keeps up with the demands of a dynamic market environment,” said Ibrahim Nasser Rashid Majed Lootah, director and general manager of the newly re-branded Al Masraf.

“The new brand will increase competitiveness and improves links between the brand and the bank’s products and services, achieving greater communications and transparency as well as emphasizing the bank’s leading position in the regional market,” he said.

Ahmad Majed Lootah, head of Personal Banking Division and brand director, said: “The re-brand program aims at strengthening and standardising the corporate image of the bank as a leading pan Arab bank specialised in investment and foreign trade as well as corporate and personal banking. We have been driving a fundamental shift that begins with the launch of this new brand which will simplify and unify the look and feel across our services and products in an effort to better communicate important characteristics and values to our stakeholders including individual customers.

“With our dedication to our customers and our understanding of the challenging financial world, we set forth in our stride to serve the bank’s audience under the new slogan ‘One Nation, One Bank’,” he said. – TradeArabia News Service