Company: Bank Mandiri (Persero) Tbk PT
Brand Value: US$6,427 million
Year On Year Change: 18%
Year Formed: 1998
Bank Mandiri has a network of over 2,600 branches and close to 18,000 ATMs across the country, but its focus is on promoting the ease of digital banking and a cashless society. Mandiri has focused its innovations and communications to make banking simpler by integrating its online and mobile banking services and linking its e-cash services with Line Pay e-cash, so online shoppers can use Line Pay for e-tailers that accept Mandiri digital payment. E-money can be topped up using a smartphone, so customers no longer need to go to an ATM. Customer service is also available online, and in March this year, Mandiri launched MITA, a digital chatbot powered by artificial intelligence to handle inquiries – a service aimed primarily at millennials and younger consumers. Mandiri has formed links with other service providers; it works with digital payment and loyalty scheme OVO and has partnered with low-cost airline Citilink on a system that will allow consumers to use e-money to pay for tickets and extra services, such as carrying additional luggage. Communications focus on the ease of banking with Mandiri, and how all aspects of banking can be done from a laptop or smartphone. The tagline is “Semua jadi mudah”, or “All so easy”. The brand’s CSR work focuses on education, and a Mandiri University Campus is under construction. The brand also supports young entrepreneurs, and provides coaching and financial support to help develop new businesses through its Wirausaha Muda Mandiri Program (young independent entrepreneurs program).