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


August 12, 2014 - Hong Kong, China

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 Prophet.

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 https://prophet.sharefile.com/download.aspx?id=s3d5bea7f33b4f85a

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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 analytics.

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 Index.

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 www.hkbea.com.

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