The Brand Banca Monte dei Paschi di Siena is a strong brand, recognised and appreciated in Italy and internationally.
The brand is distinguished by:
- its strong identity, by the increasingly important role played by the Bank, by its honest institutional advertising and by its close relations with analysts, the representatives of international finance, and the media world;
- its authoritativeness, recognised by all, confirmed at especially high levels by market research and associated with positive concepts of solidity, security and trust;
- its unique positioning, distinctive, highly personal and with outstanding prestige for its graphic originality and the value expressed. Immediately recognisable with the words “a Bank since 1472” and for the use of a unique and inimitable logo, the “Montis Pasquorum” wax seal;
- its attention to the development and support of the ethical system, the social environment and the country as a whole;
- tradition expressed through innovation. The ability to combine these elements – which only appear to be antithetical – into a strength and a pressure for development;
- its consolidation of all of the values perceived by the public, achieved through constant reporting over time (through all the media, from TV to the movies, from the print press to the Internet, from mass distribution to digital marketing).
