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2006年,招商银行正式邀请世界著名钢琴家郎朗担任品牌代言人,由此也将招商银行以“高雅艺术”为诉求点的品牌塑造工程推到了新的高峰。招商银行总行办公室品牌经理袁晓懋介绍说,招商银行追求将“文化属性”注入到品牌价值之中,赞助和投身高雅艺术活动,不仅体现招商银行对高雅文化事业
In 2006, China Merchants Bank officially invited Lang Lang, a world-renowned pianist, to act as brand ambassador, thus pushing the brand building project of China Merchants Bank based on “Elegant Art ” as its point of appeal to a new peak. Yuan Xiaomao, brand manager of China Merchants Bank’s head office office, said that China Merchants Bank is pursuing the injection of “cultural attributes” into the brand value, sponsoring and participating in elegant art activities, not only reflecting the commitment of China Merchants Bank to elegant cultural undertakings