Absa to retain and enhance brand identity

Absa, which will soon be 60% owned by the UK's banking colossal, Barclays, yesterday unveiled a major brand campaign to enhance its brand, called 'My Bank'. Absa revealed at a press conference in Johannesburg, that its new brand campaign would capitalise on the bank's well-known pay-off line, "Today, tomorrow, together", through the My Bank positioning, by highlighting Absa's direct relationship with its customers and other stakeholders.