Change Management - Bank Simpanan Nasional

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The process of rebranding is shown below:

As we can see, the first process is to analyse the current brand. Thus means the organization is look on the relevancy for the change to be made by the organization. The organization will take the consumer view of their current brand and look how the customer react on the current brand. The organization need to ensure that the rebranding need to be done in order to improve.

After the organization decide that they need to do rebranding, the organization need to search and look on this kind of question as they think on the relevancy of rebranding to be done:

1. What are the value propositions? Who are the competitors?

2. What adjective do the competitors use to describe themselves?

3. Where do the organizations rank among the competitor?

In the case of BSN, the transformational team need to look on their current brand. The bank is the conservative bank as they always become the last bank to adopt new technology. They had been left behind by their competitors such as Maybank which had launches their internet banking application in the year of 2000. After 11 years, only BSN follow the footsteps of the other bank by launching their internet banking portal in 2011.

Once the question had been answered, the only the process of constructing the new brand will happens. During the process of reconstructing of the new brand, the organization need to gather the information regarding on how they going to launch the brand, how they going to carry out the change and the impact of rebranding process. For instance, the change manager in BSN need to think on how rebranding process will be carry out by the bank. The change manager need to underline and set time frame for the team which involves in rebranding process to complete the process of rebranding of the bank. It was said that the plan had been constructed since year of 2010. (put the sources of the previous article in here)

Finally, after the process of constructing the new brand then comes to the process of launching and maintaining the new brand to the people. The organization need to launching their new brand to the people and maintaining the new brand principle. For example, BSN had launching their rebrand image which will focus on customer. The rebrand product and images of BSN need to be maintained in order to ensure that their customer would know there are differences which had been take place after the process of rebranding had been implemented by the bank.

PERSONAL VIEW

The processs of rebranding of the bank is the change which had been made by the top management of the bank in order to improving themselves and cope with the changes and stand up with the competition which comes from the other local and international financial institution. The bank which formerly known as government bank and conservative bank started to realise the need for them to change their way of work and look forward to expanding their market. However, there are worries on the ability for the organization to succeed through the economic turbulence which was experienced by the country during the final stage and the launching of the rebrand of the bank. The bank needs to look for a complete plan on how to tackle the internal and external problem which will occur during the process of maintaining the new brand. Internal problem such as the staff reluctant to change and the deadlock of the process of change in the organization need to be settle first. The change should start from within the organization and it was hope that BSN will able to gain positive impact as a result of the rebranding process which had