<h2 class="text-style-allcaps text-weight-bold adaptive-brand">LEVERAGING <span class="text-color-brand adaptive-brand">BRAND LEADERSHIP</span></h2>
Astra Credit Company
FIFGROUP’S BUSINESS EXPANSION CALLS FOR LEVERAGING THEIR BRAND LEADERSHIP WITH ‘BETTER LIFE, BETTER FUTURE’ BRAND MESSAGE THROUGH A BOLD FINGERPRINT MARK IDENTITY.
Branding Scenario
STRENGTHENING OUR POSITION IN THE MIDDLE MARKET REQUIRES US TO EXPAND OUR BRAND AND BUSINESS.
The Federal International Finance (FIF) is Indonesia’s leading multi-finance company under Astra International, the largest conglomerate group in the country.
Initially offering consumer financing, leasing and factoring, in 1996 FIF focused on Honda motorcycle financing. Moving forward, FIF expanded to dominate the middle segment financing market. They formulated a new direction with a clear business transformation roadmap encompassing the business expansion plan to multi financing solutions under the brand SPEKTRA for electronics and home appliances.
Branding Challenge
OFFERING DIFFERENT SERVICES FOR DIVERSE CONSUMERS UNDER ONE STRONG UMBRELLA BRAND.
As a well established and successful brand, FIF business transformation's challenges call for a comprehensive and holistic brand transformation strategy to bring about great success.
The challenge requires MakkiMakki to understand (1) FIF's strong brand leadership in building and growing other businesses in financing-solutions market (2) FIF's already-strong relationship with their targeted audience (3) Astra International's strong image as its parent brand (4) FIF and Astra’s strengths under a new umbrella brand (5) Expression and communication of the transformed brand to the middle market audience.
Branding Solution
DIVERSE BUSINESSES UNITED UNDER ONE BRAND LEADERSHIP FROM THE LEADING FINANCING BRAND IN THE MARKET
Building a stronger, broader and adaptive multi-brands blueprint + platform + architecture model for future organic and non-organic business + brand growth plans.
The umbrella brand FIFGroup embraces the newly-formed name FIFAstra (Honda motorcycle financing) and SPEKTRA (multi financing solutions for electronics and home appliances) with their brand essence "Better Life, Better Future". The group's brand name and identity express the aligned spirit with its trinity promise: Commitment, Customer Focus and Customisation, symbolically expressed using its distinct finger print brandmark.
Internal Assets - Case Card Generator
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Astra Credit Company
FIF Group