The Johannesburg Stock Exchange (JSE), established in 1887, is the largest exchange on the African continent. Based in South Africa, the JSE is one of the top 20 exchanges in the world in terms of market capitalization and is a member of the World Federation of Exchanges (WFE). The JSE offers a fully electronic, efficient, secure market with world-class regulation, trading and clearing systems, settlement assurance and risk management.
Holding the monopoly in the African market, the JSE had never viewed their brand as a selling point to clients. In realizing that their hold on the market had begun to dwindle, due to the evolving investment capabilty of banks, it was observed that the JSE would need to reposition themselves in a manner that would not only attract new business, but solidify itself as the right choice for investment.
Essential objectives included enlightening the Executive Team on the business impact of brand strategy and how it can be utilized to improve relationships with existing and prospective clients as well as to create a brand that was strategically responsive to its constantly changing environment.
An extensive brand audit was conducted with clients, employees and other stakeholders. A refreshed business strategy was designed to position the JSE as a leading African exchange and a trusted investment platform driven for stakeholder growth.
Creative insight complimented the strategic thinking by tangibly demonstrating how the JSE would provide clients with a platform to grow their wealth. Through smart creative/strategic collaboration the brand proposition, ‘Driven for your Growth’ was created.
A refreshed visual identity, logo and digital strategy completed the rebrand to create a dynamic, modern and accessible investment platform.
The rebranding and repositioning of the JSE was well received within the organization, the media and the public. Perceived as being brought into the 21st century, the JSE’s role to act as a link between listed companies, investors, global markets and digital technology has been truly realized.
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