Repositioning as a Third Generation Microfinance Institution Corporate Branding at ASKI

• by Nitish Narain and Swati Mehta
• Mar 6, 2014
• 1 min
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This Note presents the case of ASKI, a development NGO in the Philippines, which grappled with these issues and how it developed a corporate branding strategy.

Microfinance institutions often suffer from the stigma of being viewed primarily as lending institutions, in spite of offering a range of financial and non-financial services. This perception is rooted in the fact that lending has been, and still remains, the core business of these institutions making it extremely difficult to change the perception. Corporate branding is essential for the success of MFIs – particularly those that seek to move beyond traditional core micro-credit business. In this Note we present the case of ASKI, a development NGO in the Philippines, which grappled with these issues and how it developed a corporate branding strategy.