Responsibility for the strategic brand management of the Austrian Raiffeisen Banking Group (RBG) and the RBI Group rests with RBI. An important role in this is played by "Zentrale Raiffeisenwerbung (ZRW, Central Raiffeisen Advertising)", which coordinates and controls the RBG's brand presence.
ZRW was founded in 1973 as the umbrella association for the regional advertising associations of the RBG and exists to promote the economic interests and business development of all Raiffeisen banks and Raiffeisen institutions which are members of the regional advertising associations or the umbrella association. Such promotion is being provided through common communication work (advertising and PR) and creating the conditions required for this, such as carrying out market research on a national basis.
The primary objective of ZRW was and is to ensure the shared brand management for the RBG and a common advertising presence on the main marketing aspects. The achievements of almost four decades of consistent and purposeful image work are without doubt considerable: according to market research data, Raiffeisen as a banking group is presently not only outstanding in a business sense (with by far the highest customer share in the country), but also at record level in terms of image. The past few years have produced the best results to date.
In Austria, Raiffeisen is the bank with
- the highest level of awareness
- the highest level of likeability
- the most up-to-date advertising and
- the greatest sports advertising recall
In brief: Raiffeisen presently has the most successful banking advertising of any domestic bank.