Yapı Kredi - Superbrands

Market
Turkey’s banking sector, with its robust capital
structure built on a strong foundation, is one of
the most vital keystones of its economy. Painting
a relatively stable picture for the last 15 years,
this sector has a very significant growth potential,
which is expected to enhance the competition in
the long run.
The banking sector has undergone a rapid
transformation in recent years. Despite the rapid
growth in loans, the rate for non-performing loans
is below the risk level. Bank profitability and capital
have the power to make up for the potential risks.
The sector has grown in loans and deposits in
2014 with robust asset quality.
Achievements
For seventy years, Yapı Kredi has continued to
achieve firsts in the sector with its successes and
groundbreaking projects.
A recipient of thousands of national and
international awards, Yapı Kredi has won
many prestigious awards for its work for the
handicapped, internet banking and mobile banking
applications and continues to add more every year.
Just a few of these awards are; Global Banking
and Finance Review; “Best Retail Bank of the
Year”; International Finance Magazine; “The Most
Innovative Bank of Turkey”; Global Finance; “The
Best Mobile Bank of Europe”; World Magazine;
“The Best Private Banking of Turkey”; Euromoney;
“The Best Bank in Cash Management”; Innovative
Owl Awards; “The Best Branch Experience”; Etika;
“The Most Ethical Company of Turkey”; Visa
Europe; “Leading Bank in Volume of Visa Credit
Card Transaction” and Visa Europe; “Leading
Bank in Volume of Visa Commercial Credit Card
Transaction.”
yapikredi.com.tr is the first and only bank web
site in Turkey to use Google search technology.
Selected as a model application by Google, it sets
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an example to the world.
It has received three different
awards in the Communicator
Awards, the world’s foremost
international marketing and
communication awards, as well as
the “Outstanding Success Award”
in the Banking category of the
Interactive Media Awards.
Yapı Kredi Banking Academy
(YKBA), established with the vision
of training the best human resources
in the financial sector, won the title
of “International Best Corporate
University” in the 2014 CUBIC
Awards (Corporate University
Best-in-Class), which is the most
prestigious award in training and
development field. Established in
2008, YKBA won “The Best New
Corporate University” from CUBIC
Awards that same year.
In addition to its many successes,
Yapı Kredi is known as the first
bank to thank its customers in a
newspaper ad.
History
Yapı Kredi was established in 1944
in Bahçekapı, as Turkey’s first private
capital national bank the vision
of “Dedication to Deliver.” One
of Turkey’s longest-established
institutions and leading the way for 70 years,
Yapı Kredi provides solutions to its millions of
customers as financial services group.
The bank that provided the first computerized
transactions, online applications and telephone
banking transactions and brought the Voice
Recognition System to Turkey, Yapı Kredi is
recognized as a “Bank of Innovations.”
Setting standards in the Turkish banking sector,
Yapı Kredi is the first bank authorized to hold a
foreign exchange position in Turkey. In addition,
launching the first corporate banking application
“Wholesale Trade Banking”, Yapı Kredi is the first
Turkish bank to sell bonds and certificates on
international capital markets.
In addition to financial services, Yapı Kredi is
serves a wide range of endeavors such as art,
education, sports, literature and more. With its
projects that add value to society, it is also known
as a bank of culture and the arts.
The first Turkish bank with an art gallery, the
Kazım Taşkent Art Gallery, Yapı Kredi supports
Turkish theater with the Yapı Kredi Afife Theater
Awards, held non-stop for eighteen years in
memory of Afife Jale, first Muslim woman theatrical
actor.
Since its foundation, Yapı Kredi has made culture
and art a cornerstone of its social responsibility
vision, and publishing is foremost among these
activities. Yapı Kredi has published 4.500 books
thus far, setting a record that is difficult to break,
and has converted more than 200 books into
digital format. Among the major sponsors of the
Çatalhöyük excavation since 1997, Yapı Kredi
supports efforts to uncover the distant past.
Another of Yapı Kredi’s significant social
responsibility projects is “Colored Pens” a follow
up of the children’s “I Read, I Play” program,
conducted in cooperation with Education
Volunteers Foundation Of Turkey (TEGV).
Children discover their writing skills with the
“Colored Pens” newspaper, which they create
entirely on their own, from headlines to pictures,
supervised by notable media figures.
Also in collaboration with TEGV, Yapı Kredi
transformed its popular Worldcard mascot
“Vadaa” into a stuffed toy. Proceeds from the
sale of the toy are used for children’s training in
TEGV’s training parks.
Product
A pioneering financial institution with its domestic
and international banking subsidiaries, Yapı Kredi
serves 10.6 million customers within its segmentbased service model in the areas of corporate and
commercial banking, private banking and assets
management, and retail banking, which includes
card payment systems, personal banking and SME
banking.
The bank has international subsidiaries in Russia,
Azerbaijan and Netherlands, as well as domestic
subsidiaries in the areas of asset management,
financial leasing, and factoring, which make up the
bank’s business model.
Yapı Kredi has many loan and other products
oriented towards SMEs in different sectors, which
are the driving force behind the Turkish economy.
Gathering basic banking products and services
into packages for personal and SME customers,
Yapı Kredi offers its customers all their banking
services at a single bank. The World family has
Turkey’s strongest loyalty program, and its SMEoriented World Business card allows businesses to
extend their payments for a longer period.
Yapı Kredi offers complementary services from
several different channels. In addition to its large
branch network, Yapı Kredi’s corporate internet
and mobile branch provide 7/24 banking services
for businessmen with no time to close the store
and go to the bank.
A pioneer in Agriculture Banking with a wide
product range, Yapı Kredi provides farmers with
solutions for all of their agricultural needs
Yapı Kredi introduces saving products such as
deposit and investment funds to meet the needs
of the different customer groups and increase
savings in Turkey. In addition to these products,
it provides the İlk Param savings account for
customers wishing to save for their children and
make saving a habit early on.
Because an increasingly mobilized world means
a higher demand for services independent of time
and place, Yapı Kredi has embraced the banking of
the future with its new generation digital banking
platform Yapı Kredi Nuvo. Making direct banking
a complete reality in Turkey, Nuvo received an
immediate and enthusiastic response from young
people in particular.
Under the umbrella of corporate and
commercial banking, Yapı Kredi creates
multifaceted, project-based solutions for all of its
customers’ banking needs with its large network of
foreign correspondents, wide product range and
well-trained personnel.
A leader in private banking, Yapı Kredi Private
Banking offers the richest content and widest
product range both in financial products and nonfinancial consultancy services in Turkey.
Yapı Kredi’s Online Chat Service, provided within
its Enabled Banking Program in keeping with its
principle of “Equal Banking To Everyone,” uses the
internet to provide hearing impaired customers
with services that they could not access over the
phone, 24/7. Visually impaired customers can learn
about instant changes in the markets via audio
with the call center’s text-to-speech, part of Yapı
Kredi’s Voice Recognition Telephone Banking.
1.275 Enabled ATMs around Turkey makes
life easier for the mobility and visually impaired
customers.
Having introduced the credit card to Turkey 26
years ago, Yapı Kredi continues to lead in that field.
Turkey’s largest shopping and marketing platform,
Worldcard is much more than a credit card,
achieving firsts in the sector with its innovative
identity.
It has introduced many innovations to meet
customer needs, such as multi-brand marketing
cooperation, installment point applications,
chip&pin, e-commerce solutions, and contactless
and mobile payments.
people with its efforts to provide first class service
all around Turkey. With its principle of customer
satisfaction Yapı Kredi has set one of the finest
examples of brand value, power and sustainability
in branding for 70 years.
Drawing on the strength of Turkey’s largest
group, Koç Holding, and one of the leading
banking groups, UniCredit, Yapı Kredi is one of
Turkey’s leading financial institutions.
www.yapikredi.com.tr
Recent Developments
Celebrating its 70th year in 2014, the innovative
Yapı Kredi bank opened 60 new branches and
ended the year with a thousand branches.
Providing work for more than 2.000 people as
part of its growth strategy, it now employs 18.500
people. Adding 606 new ATMs to its network, it
now has a total of 3.500 ATMs. It gained 600.000
customers in 2014 for a total of 10.6 million
Yapı Kredi serves its customers with welldeveloped alternative distribution channels
including innovative internet branches, pioneering
mobile branches, three award winning call centers
and 500.000 POS terminals.
Continuing its pioneering, innovative and leading
position in its field, Yapı Kredi has maintained
its leadership in the credit card sector for 26
years with Worldcard, Turkey’s first credit card.
According to the latest report of the 44 yearold, internationally-respected Nilson Report, the
Yapı Kredi Worldcard ranks first in Turkey and
Continental Europe with a credit balance of 8
billion 750 million USD.
THINGS YOU DIDN’T KNOW ABOUT
Promotion
In its new communications campaign, Yapı Kredi
has centered its brand communications strategy
on becoming a brand that grows younger over the
years and defies the limits of time.
In all of its communications work, Yapı Kredi
has emphasized limitless service and products
and adding value to people’s lives, with a focus
on its “Dedication to Deliver” philosophy that is
the essence of its brand. It has launched a new
long-term advertising campaign with the theme of
“Limitless Family.”
Yapı Kredi’s credit card for young
people, Play, inspired young people to
dream with no limits with its motto,
“If I have a dream, I never give up,
anything is possible.” As part of its
“anything is possible” slogan, it Yapı
Kredi conducted a project with the
newspaper Hürriyet in which 17 young
people selected through social media
met with 17 Hürriyet writers. The
project brought the young people new
experiences and gave them a full page
to write about them. Yapı Kredi won
achievement awards in two different
Felis Award categories.
Yapı Kredi has won achievement
award from two different categories
with a project showing the best
example how to establish solid mutual
relation with the audience.
Brand Values
Listed by Brand Finance as one of the
most valuable top ten brands of Turkey
in 2014, Yapı Kredi has established its
relations and business processes with all
of its shareholders upon the principles
of freedom, fairness, respect, integrity
and transparency. Seen by the public as
a “culture and arts bank” for the value
it contributes to society, Yapı Kredi has
established solid relations with Turkish
Yapı Kredi
› Yapı Kredi was established in 1944 in Bahçekapı as Turkey’s first private Capital Bank.
›It was the first bank to introduce “District
Branchs” and “Savings Deposit Banking” in Turkey.
›It was the first bank in Turkey to publish a
children’s magazine and support children’s
theater, together with Doğan Kardeş.
›It organized the first painting competition
judged by international art critics, and
established the Culture and Art Consultancy.
›Establishing the Kazım Taşkent Art Gallery, it
became the first Turkish bank with an art
gallery.
›Turkey’s first color film was shot by Yapı Kredi.
›It was the first bank in the sector to offer
computerized transactions.
›In 1986, it became the first Turkish bank to sell
bonds and certificates on capital markets.
›In 1988, Yapı Kredi introduced Turkey’s first retail banking, “customer services around the clock” and personal loans.
›It introduced Turkey to its first credit card.
›In 1989, it introduced the first automobile credit.
›It carried out Turkey’s first telephone banking transaction and introduced the “Voice Recognition System” in Turkey.
›It blazed a trail in Turkey and the sector with
the “Google Search Appliance” search
function on its web site. The application has
been internationally recognized by Google as
a “model application.”
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