- Overall brand value increases by an above average 22%
- Consistent application of fundamentals,root to brand resilience and brand equity
Exemplifying the quintessence of its vision of empowering aspirations, Citizens Development Business Finance (CDB) etched yet another milestone in its 25 year history by being ranked among the Top 50 of Sri Lanka’s Most Valuable Consumer Brands this year, in this 18th annual review by pioneering brand valuation and strategy firm Brand Finance and business magazine LMD
Showcasing an increase in overall brand value of 22%, which is significantly commendable given that it is way beyond the ranking’s brand value average, it is CDB’s insistence of applying the fundamentals of its core values of perseverance, empathy, innovation and reliability into its customer engagement that has ensured its consistent improvement in brand equity. This is well evidenced in the fact that the validity of the rankings are based on customer behavior and financial metrics augmented by independent market research and publicly available financial information.
Director, Chief Emergent Business Officer of CDB Karthik Elangovan, is humbled by the recognition CDB has achieved to be among the country’s Top 50 Most Valuable Consumer Brands. “Our team’s overarching motivational factor is a challenge. It is an inherent drive that has enabled us to scale heights even in the most challenging times.” He explains that in this last year, CDB worked on two primary beliefs: optimizing its technological expertise to ensure seamless delivery of products and services and keeping both the CDB team and customers safe during pandemic times. “Having always recognized that technology will be a fundamental driver of the future, our technology platforms were ready to step up. By combining our people-to-people engagement with our flair for innovation, our team was prepared for the seamless delivery of our products and services and thus becoming a brand at top of mind recall.”
CDB has displayed repeatedly that its service benchmarks are well beyond expectation as is its expansive product portfolio which is the archetype of inherent readiness for a constantly evolving environment of needs and aspirations. As Karthik mentions, “This has been appealing to our customers and I’m truly appreciative of the confidence and loyalty our customers have displayed through the years. Our brand has etched itself into foremost status in top of mind recall which pushes us to move upwards and outwards every time. Thank you to our CDB customers for being a true partner on our mutual journey of success.”