INSPIRATIONAL BRAND CATEGORY
E.SUN Financial Holding Company Ltd.
Financial Services Industry
www.esunfhc.com/en
Information about the Company and Brand
Founded in 1992 by Yung-Jen Huang, E.SUN was named after Mt. Yushan, symbolising its vision: “To become the bank of overall excellence and the most respected company in Taiwan.” Well known for its excellent corporate governance, E.SUN is the only bank in Taiwan with no affiliation with the government or any family. E.SUN aims to achieve three goals — excellence in business performance, corporate social responsibility and sustainable development. Currently, E.SUN has 139 branches in Taiwan and 28 overseas operating sites in 9 countries and regions. The E.SUN Volunteer and Social Welfare Foundation and E.SUN Culture and Education Foundation were established to fulfil corporate social responsibility. Under E.SUN’s “Golden Seeds Project”, more than 160 libraries have been built in rural areas to promote elementary education. E.SUN actively incorporates Environmental, Social, and Corporate Governance (ESG) into its business. It is the only financial institution in Taiwan which has been listed in Dow Jones Sustainability Indexes (DJSI) for 7 years in a row, and is ranked 4th in Asia and 7th worldwide in the banking sector.Brand Elements
E.SUN’s business philosophy is “cultivating professional banking talent and offering customers the highest quality of service.” Its service is based on three essential elements — professional team, heart-warming customer service and long-term commitment. After 29 years in Taiwan, E.SUN is now the biggest SME lender among private-sector banks in Taiwan and the largest Formosa bond underwriter.E.SUN is also the leader of unsecured personal loans and the top 3 credit card issuer in Taiwan. Its wealth management business posted the highest growth in the past 5 years among its peers. In 2020, E.SUN launched the digital banking brand, e.Fingo. E.SUN currently has more than 3 million digital customers, and over 75% of the transactions are conducted through online.
Named after the highest mountain in Taiwan, committed to being the best Taiwanese bank.
Inspiring Identity
Adhering to the corporate core value of “Pure as Jade, Sturdy as Mountain”, E.SUN is committed to creating the greatest value for employees, customers, shareholders and society. The corporate brand logo was designed with the outline of Mt. Yushan and the emerald green colour. Yushan is the highest mountain in Taiwan. It is eternal, stable and beautiful. The emerald green colour signifies the clean and pure sky and the vitality of the green land. It conveys to customers the brand image and “Integrity and professionalism”, as well as E.SUN’s commitment, “Carefully protect the assets entrusted by customers, and strive to create customer satisfaction.”Achievements and Impact
In the first 10 years, E.SUN adopted service quality as the foundation of business development, and promoted “Your Smile” as the slogan of customer service. E.SUN’s professional and excellent customer service won it the first National Quality Award in the financial industry. Between 2002 and 2011, E.SUN started to develop various banking businesses including corporate banking, consumer banking, wealth management, and credit cards. As a result, the market share of these businesses advanced to the top 10 or even top 5.E.SUN’s branches also rose to over 130 and became the top 3 privatesector bank in Taiwan after successfully completing two acquisition projects. Between 2012 and 2021, E.SUN executed a strategy to transform to a regional bank in Asia. So far, it has established 28 overseas service locations in 9 countries and regions.
Future Direction
E.SUN moves into its fourth decade of operation next year with a new strategic goal “To become the most distinctive and exemplary bank in Asia.” To achieve that goal, E.SUN will accelerate its overseas business development by investing in infrastructure and enhancing cooperation across its service network. E.SUN will continue to invest in Fintech and digital transformation, making digital financial service more accessible to everyone. E.SUN will refine the mechanism of three lines of defence to effectively manage existing and emerging risks.E.SUN will incorporate ESG into its business with the aim of sustainable development. E.SUN is the first financial institution in Asia to adopt a 1.5°C climate target. By 2027, all of E.SUN’s proprietary domestic buildings will be converted into green buildings. 100% renewable energy will be used at domestic business locations by 2030 and E.SUN will achieve net-zero carbon by 2050.
BRAND MILESTONES
