ACB (Asia Commercial Bank) Rebranding

Founded in 1993, Asia Commercial Bank (ACB) is Vietnam's largest private bank by assets, playing a pivotal role in the nation's financial sector. By 2015, ACB recognized the need for a refreshed brand identity to stay competitive in the rapidly evolving market. This rebranding effort introduced a modern visual identity and the slogan "Bank of Every Home," which aimed to enhance ACB's public image and resonate more deeply with its customers.

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The initiative was part of a broader strategy to improve customer experience, embrace digital transformation, and solidify ACB's position as a leading player in Vietnam's banking industry​

ACB's business model is focused on the retail segment, which comprises more than 60% of loans and over 80% of deposits. Its core target customers are higher-income borrowers in southern Vietnam.

As of December 31, 2022, ACB has 90 branches and 294 sub-branches (totaling 384), present in 49, 994 ATMs & CDMs

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