Bank of East Asia Teams With Prophet Brand Strategy to Revitalize Exclusive SupremeGold Brand

Bank of East Asia Teams With Prophet Brand Strategy to Revitalize Exclusive 
SupremeGold Brand 
HONG KONG, CHINA -- (Marketwired) -- 08/12/14 --  Prophet, a
strategic brand and marketing consultancy, has announced its
collaboration with Bank of East Asia, Limited (BEA) to contemporize
the SupremeGold brand to better fit the needs of today's young
affluent customer. The new SupremeGold is stylish, sophisticated and
customer-centric, brand attributes that come to life in the brand's
new visual identity, brand positioning, retail design and overall
customer experience. 
Prophet has worked with BEA for two years, helping the large
independent bank to significantly stand out from competitors with a
bold and impactful rebranding campaign launched in April 2013. Bank
of East Asia re-engaged Prophet to address SupremeGold -- a wealth
management offering created for affluent customers. After 10 years in
the marketplace, SupremeGold needed to be repositioned to meet the
needs of the emerging demographic of successful young professionals
without alienating its existing customers. 
"We developed a brand story, campaign and retail experience that will
make Bank of East Asia's SupremeGold offering more appealing to a new
generation of affluent consumers while still resonating with their
traditional customer base," said David Brabbins, Associate Partner at
The design of the SupremeGold visual identity and customer experience
is based upon the brand concept of "Wealth Health" and uses the
metaphor of blooming natural environments to communicate the idea.
This concept inspired a retail environment with an abundance of
richness, colourful materials and comfortable furniture -- a place
for customers to relax and enjoy. The refreshed brand is expressed at
every touchpoint, underscoring BEA's commitment to work with its
customers in a healthy, long lasting partnership that builds their
wealth year after year. 
"We chose to partner with Prophet again on the SupremeGold rebranding
project as we have previously worked with them and they have a great
understanding of our requirements and brand strategy," said Vincent
Hui, General Manager at Bank of East Asia.  
*** High res images are available at 
SupremeGold Lounge Areas: A comfortable relaxed area for customers to
enjoy at their own pace. The lounge includes a product information
area for brand literature and checking online activities such as
stocks and shares. Free WiFi is provided for customers to browse
online via their own digital device. 
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About Prophet 
Prophet is a strategic brand and marketing consultancy with offices
around the world, including Berlin, Hong Kong, London, New York, San
Francisco and Zurich. The firm helps companies win by delivering
inspired and actionable ideas. Prophet has worked with leading brands
such as BMW, Cisco, Electrolux, GE, Johnson & Johnson, McDonald's,
Siemens, UBS and Zurich Financial on a broad scope of projects in its
areas of expertise: brand, marketing, innovation, design, digital and
Prophet's Hong Kong office in the St John's Building, Central, is
home to a strong team of strategists, designers and creative
consultants from a diverse mix of consulting backgrounds, countries
and cultures. 
About The Bank of East Asia, Limited 
BEA has been dedicated to helping personal and business customers
grow and prosper since its incorporation in 1918. As of 31st
December, 2013, the Bank's total consolidated assets stood at
HK$754.0 billion (US$97.2 billion). BEA is listed on The Stock
Exchange of Hong Kong, and is a constituent stock of the Hang Seng
BEA offers customers a wide range of commercial banking, personal
banking, wealth management, and investment services through an
extensive network of more than 240 outlets covering Hong Kong and the
rest of Greater China, Southeast Asia, the United Kingdom, and the
United States. For more information, please visit any BEA branch or
the Bank's homepage at  
Image Available: 
Media contacts
Yvonne Ma 
+852 9221 3215 
Alex Leung 
+852 9092 7821 
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