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A unique bancassurance merger

In 1998, KBC was formed through the merger of ABB Insurance, CERA Bank, and Kredietbank. The new bancassurance entity required a name and brand identity that not only appealed to the local Belgian market but also conveyed its international ambitions. The challenge was to create a cohesive brand that reflected the strengths of all three institutions and left a lasting impression.

The challenge

We developed the name KBC—a simple, impactful combination of the initials from the founders, designed to be short, easily pronounceable, and recognisable across languages. This strategic naming decision captured the essence of the merger and positioned KBC as a powerful, forward-looking player in the bancassurance sector.

Our solution

<ul>
<li>Strategic brand integration</li>
<li>Stakeholder management</li>
<li>Brand naming and consultation</li>
</ul>

Services

The name creation process for KBC involved multiple stages of input, with significant employee engagement to ensure that the new brand identity resonated across the organisation. Given the international nature and cultural diversity of KBC&#8217;s audience, it was essential to build consensus among stakeholders. After extensive analysis and several strategic sessions, we settled on KBC—a concise and memorable name that combined the initials of the founding institutions: Kredietbank, ABB, and CERA.

A thoughtful Name Creation

The naming process was followed by the creation of a unique “glocal” branding strategy. This approach allowed regional subsidiaries, such as CBC in Wallonia and K&amp;H in Hungary, to adopt the visual look and structure of the KBC brand while maintaining their local historical names. This locally embedded approach preserved local brand loyalty and culture while benefiting from the strength and consistency of the overarching KBC brand identity.

Glocal approach: locally embedded, globally recognised

Johan Thijs

<h3>Result</h3>
The creation of the KBC brand successfully unified the merged institutions, establishing KBC as a solid and reputable name in the bancassurance sector. Today, KBC is consistently ranked among the most stable banks in Europe, with a brand that reflects both local relevance and global consistency. The strategic naming and cohesive brand identity continue to drive customer loyalty and market strength.
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<h3>Internationalise your brand?</h3>
Contact one of our experts and discover how we can help with brand strategy, naming, and market integration.