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| |  | | | | |  |  | Profile | |  |  | | The Absa Group Limited (Absa), listed on the JSE Limited, is one of South Africa’s largest financial services groups offering a complete range of banking, assurance and wealth management products and services. Absa's business is conducted primarily in South Africa. In addition to this, the Group has equity holdings in banks in Mozambique and Tanzania. At 30 June 2010, the Group had 718,2 million shares in issue and a market capitalisation of R87,3 billion. The Group had assets of R718,2 billion, 11,5 million customers, 8 885 automated teller machines and 36 356 permanent employees. Absa is a subsidiary of Barclays Bank PLC, which holds a stake of 55,52% in the Group. Barclays is a major global financial services provider engaged in retail banking, credit cards, corporate banking, investment banking, wealth management and investment management services with an extensive international presence in Europe, the Americas, Africa and Asia. With over 300 years of history and expertise in banking, Barclays operates in over 50 countries and employs more than 144 000 people. Barclays moves, lends, invests and protects money for more than 48 million customers and clients worldwide. | |  |  | |  | | | | | | |  | Value our people and treat them with fairness.
| | Demonstrate integrity in all our actions. | | Strive to exceed the needs of our customers. | | Take responsibility for the quality of our work. | | Display leadership in all we do. | | | | | | | | | | | | | “One Absa” - strategic objectives and performance measures | | | | Sustainable growth in targeted markets - | | What: | | »
| To become the number one bank in South Africa and selected African countries in terms of profitability and return on equity. | | How: | | »
| Absa Group seeks to identify opportunities to grow value and to enter new markets. | | »
| This requires a deep understanding of customers’ needs, and working together across business clusters. | | » | Meeting all the financial needs of the Group’s customers is critical to success. | | | Balance sheet optimisation and proactive risk management - | | What: | | »
| To have a strong and shock-resilient balance sheet and to proactively manage risks. | | How: | | »
| Balancing risk and reward, while ensuring the optimisation of liquidity and capital management by utilising capital where Absa realises the best returns. | | »
| Absa continuously endeavours to mitigate all the major risks facing the Group in a prudent manner. | | | | Simple, streamlined Group for customer delivery - | | What: | | »
| To establish a “One Absa” mindset in order to improve integration, generate efficiencies and focus on delivery to customers. | | How: | | »
| The spotlight is on ensuring that Absa’s operating model, systems and processes are streamlined and simplified, and that the Group builds its processes with the customer’s experience in mind. | | »
| It also means reducing costs by driving efficiencies and capturing opportunities across business sectors. | | | Customer- and people-centred organisation - | | What: | | »
| Great customer service delivered by talented, motivated people. | | How: | | »
| The Group seeks to have a customer-centred mindset in everything it does to deliver a consistent customer service experience and to demonstrate professionalism and integrity in serving its customers | | »
| Absa has and continuously employs talented, energised and passionate people to make this happen. | | » | The Group strives to create an enabling environment for its employees to provide leading-edge service to its customers. | | | | | | | | | | | | | Absa is committed to creating value for all its stakeholders. | | | | »
| Shareholders | |
| Delivering sustainable earnings growth. | | »
| Customers | |
| Empowering customers by enhancing access to financial services, increasing choice and fostering their financial education. | | »
| Employees | |
| Ensuring that employees are highly capable, empowered and motivated. | | »
| The community | |
| Helping to empower and uplift the communities in which Absa operates. | | »
| Governments and regulators | |
| Supporting government and regulatory policies in the economic and financial dimensions in proactive and positive ways. | | | | | | | | | | | | | »
| Origins of the Absa Brand | |
| In 1998 a strategic decision was made to unify and reinvent the Absa brand. The complexity of multiple brands with overlapping target markets made no sense. Hence, Absa decided to adopt a single brand and provide an array of financial services; a one-stop shop offering simple, uncomplicated banking relationships, value for money, stability, convenience and superior customer service. The key challenge was for Absa to stay relevant, and for the group to become the brand. The focus shifted to creating a new corporate identity for the Absa Group that would unite retail banking services, (financial services, properties and securities, coupled with the brand merger of four individual retail banks) creating an Absa brand that would seamlessly and effectively be accepted by a broad spectrum of customers, as well as employees.. | | | | »
| A new identity | |
| What comes before B? Through the development of the new Absa visual identity, emphasis was placed on the first letter, ‘A’ which is also synonymous with the first letter of the Roman alphabet, the ‘Alpha’, symbolising the ‘beginning’. Logo development is crucial and is the most frequently used visual association of an organization. An important consideration of this development is the colour choice, it is a crucial differentiating factor between the four main competitors and has important psychological relevance. Colour establishes a brand quickly and easily. The colour red is associated with excitement and energy, a great choice for the Absa brand. The vibrant red used gives Absa a modern feel that stands out from our competitors. The strategic focus of the design was the depiction of ‘union; fusion and wholeness’; attributes that the brand stands for today. Adding to this focus was the need to position Absa as a leading financial services institution with a contemporary feel, and differentiating the brand as being superior to those that came before. | | | | »
| A logo was just the beginning... | |
| The pay-off line ‘Today, Tomorrow, Together’ is a reflection of the brand
image and values, reinforcing the concept of ‘togetherness’ and the formation of lasting relationships. It reflects the solidarity of the brand, as well as the commitment by Absa to you, the customers; our employees and other stakeholders. | | | | »
| Look how far we've come... | |
| Today Absa is a household name and amongst the many accolades was rated as the No. 1 Banking Brand and Coolest Banking Brand in South Africa three years in a row. | | | | | | | | |
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