For over a century, Commercial Bank has stood as a pillar of stability in Sri Lanka’s banking sector. Today, it is the country’s strongest banking brand and the most awarded financial institution. These are achievements built on a legacy of trust, innovation, and resilience. As the financial landscape shifts, the bank is adapting to it. From becoming Sri Lanka’s first carbon-neutral bank to launching a tri-lingual digital ecosystem and reimagining customer journeys for a new generation, Commercial Bank remains focused on relevance without losing sight of its values. Sanath Manatunge, Managing Director/Chief Executive Officer of Commercial Bank, and S. Prabagar, Chief Operating Officer of Commercial Bank, explain how the brand is evolving with purpose, building credibility across generations while preparing for a digital, inclusive future.
How does Commercial Bank interpret its brand equity in the context of being a private-sector bank competing against institutions with legacy state backing?
Sanath: As a leading private-sector bank, it’s not only our historical privilege that has been the basis of our success story, but also by consistent delivery of performance, innovation, and trust. In a market that is diverse as well as prone to unprecedented conditions, we’ve carved out a strong, independently earned identity. Commercial Bank is proud to be recognised as the strongest banking brand in Sri Lanka, with a brand valuation of Rs43.6 billion in 2023. We also ranked as the second-strongest overall brand in the country. These achievements reflect years of deliberate, sustained brand-building efforts that have helped us rival, and in many cases surpass, even state-backed institutions in public perception and loyalty.
In a competitive market with diverse product and service offerings, we’ve had to compete purely on service, innovation, and results. Our diverse and state-of-the-art digital offerings are examples of how we prioritise user experience, financial inclusion, and technology to stay ahead. Last year, we were Sri Lanka’s most awarded financial institution, earning over 100 local and global accolades across areas like service excellence, sustainability, digital innovation, and branding. These recognitions speak to our performance and the values we stand for.
We’ve made sustainability a core part of our brand, aligning operations with global SDGs to become a future-ready, socially responsible bank. Above all, we’re proud of our legacy. We’ve served Sri Lankans for over a century and are the first local bank to be listed in The Banker’s Top 1000 World Banks. Even as the industry evolves, embracing modern transformation, we’re grounded by our core values of honesty, integrity, sustainability, and a deep commitment to customer excellence. Rather than chase trends, we act with purpose. That consistency helps us earn trust not through rhetoric, but through action, keeping our brand resilient and relevant.
What elements of your brand strategy signal stability while also projecting relevance in a rapidly digitising financial ecosystem?
Sanath: At Commercial Bank, we balance stability with relevance. With over a century behind us, we remain grounded in our core values, which shape every decision, whether expanding our footprint or launching new digital platforms. This consistency has earned long-term trust, reflected in our position as Sri Lanka’s strongest banking brand.
We’ve also adapted swiftly to technological transformation in a competitive landscape. Our ecosystem includes ComBank Digital, a tri-lingual, omnichannel platform for personal and business banking, and tools like Q+ Payment App—Sri Lanka’s first LANKAQR-certified mobile solution. Complementary services such as ePassbook, eSlip, and Flash address the needs of mobile-first users, backed by strong cybersecurity, ISO-certified data centres, and real-time fraud monitoring. So as we drive digital innovation, we also ensure protection and peace of mind.
But our relevance extends beyond technology. We’ve embedded environmental and social governance into our brand, being one of the few banks in the region to do so. Initiatives like the Global Sustainability Summit 2025 and our support for green energy and sustainable agriculture speak to a future-focused agenda. Our omnichannel presence strengthens that message. We operate one of the largest branch networks among private banks, while also engaging customers through AI-driven service and social media. This blend of physical reach, digital strength, and social responsibility signals a brand that is both a pillar of trust and a driver of change.
To what extent does your current brand value reflect organic customer trust versus investments in visibility and marketing?
Prabagar: In banking, trust is everything. Our industry is very focused on credibility, consistency, and reliability. For over a century, we have earned that trust by delivering consistent service, operating transparently, and upholding ethical standards. Customers don’t choose a bank because of catchy advertising alone. They choose based on a track record of doing the right thing, especially when it matters most. In times of crisis, from credit relief to uninterrupted service, our actions have reinforced our reputation as a dependable partner and a safe place to protect their wealth. Trust in our brand has not been built only through brand promises, but by ensuring that our brand promises are met at the point of customer interactions.
Having said that, we realise the power of effective communication and its power to elevate our brand from something that is doing the correct thing quietly into an inspirational brand story worldwide. Updating customers about new service enhancements, encouraging digital adoption, and communicating our evolving value proposition are guided by strategic communication plans. These efforts work because they are rooted in credibility. Campaigns resonate when customers already believe the message. Our long-standing commitment to responsible banking, whether through sustainability, inclusive finance or ethical lending, further strengthens brand equity. These are not seasonal themes. They reflect who we are and how we operate. In doing so, we have become a brand admired not only for scale but also for substance.
Recognition through awards and global rankings provides additional validation. We were honoured across service, innovation and governance, not by chasing accolades but by staying consistent. In the end, brand value is not built by speaking loudly. It is built by acting consistently. That is what makes trust sustainable. And that is what defines us.
How is Commercial Bank repositioning its brand to appeal to younger, digitally native consumers without diluting the trust associated with its legacy?
Prabagar: At Commercial Bank, we’re carefully repositioning our brand to resonate with younger, digitally native consumers, while preserving the trust and values that have defined us for over a century. While our principles remain unchanged, how we express them is evolving. We’ve adapted our communication to meet the expectations of Gen Z and Millennials, shifting towards visual, interactive, and real-time engagement. Our presence on Instagram, Facebook, YouTube, and TikTok allows us to speak in a tone that’s authentic, casual, and emotionally relevant. We’ve also appointed young rising sports stars as brand ambassadors, and are collaborating with content creators who embody modern aspirations and help reinforce our image as both progressive and reliable.
Alongside this, we’ve reimagined our products and services for a generation that values speed, convenience, and control. From mobile banking apps and QR-based payments to AI-based customer solutions, we offer 24/7 access with user-friendly, tri-lingual interfaces. Many of these customers rarely visit a branch, and they don’t need to. Operationally, we’re becoming faster and more agile. AI-powered chat support, self-service kiosks, and digital onboarding through e-KYC are streamlining customer journeys. Even our physical spaces are evolving, with smart branches that blend personal service with digital tools.
Ultimately, this repositioning isn’t about abandoning our legacy, but translating it for a new era. By combining timeless values with digital-first products and youth-oriented branding, we’re positioning Commercial Bank as both a symbol of stability and a futuristic financial partner for the next generation.
Inside Commercial Bank’s Corporate Branch
What structural or operational shifts within the bank ensure brand perception aligns with actual service delivery across all touchpoints?
Sanath: Between 2021 and 2024, Commercial Bank developed a blueprint to ensure brand perception aligns with real-world experience. Our goal was clear: to make our brand attributes, loved, trusted, and innovative, tangible at every interaction. In 2024, alongside earlier milestones in digital transformation, operational robustness, and sustainability, we introduced four key initiatives to close the gap between promise and delivery. Together, these reforms have positioned Commercial Bank as a customer-centric institution, where brand perception and service delivery form one continuous experience.
First, we established a dedicated Customer Experience Centre to embed customer focus at our core. This hub monitors customer journeys across branches, apps, call centres, and social platforms, enabling real-time responses and proactive service recovery. It ensures that our service matches the expectations our brand sets.
Second, we launched a new CRM platform that delivers a 360-degree view of each customer, integrating data across banking, digital, card, and marketing channels. It enables predictive insights, timely engagement, and consistent lifecycle management. Working in tandem with our Experience Centre, the system fuels decisions rooted in data and relationships.
Third, we expanded multi-language capabilities to reflect Sri Lanka’s diversity. From digital platforms to call centres, all customer-facing content supports Sinhala, Tamil, and English. This reinforces our commitment to financial inclusion and ensures accessibility across demographics.
Fourth, we embedded sustainability deeper into our brand identity. We became Sri Lanka’s first 100% carbon-neutral bank and, in 2024, launched a green-themed logo visible across digital and physical touchpoints. Internally, we strengthened our environmental and Diversity, Equity, and Inclusion (DEI) frameworks and increased disclosures. Externally, we integrated ESG screening, green financing, and carbon-neutral operations into our offerings.
Finally, our shift to omnichannel banking through ComBank Digital brought seamless integration between mobile and web platforms. Backed by substantial IT investment, this ecosystem ensures a consistent user experience regardless of channel, strengthening our reputation for convenience and trust.
In markets where fintechs and non-bank players are reshaping expectations, how does Commercial Bank defend and evolve its brand positioning?
Prabagar: At Commercial Bank, we’re focused on building digital agility into a foundation of trust, scale, and long-standing customer relationships. We compete not just by adapting but by integrating their best ideas into our ecosystem. Our omnichannel platform, ComBank Digital, enables seamless transitions between mobile and web, supported by tools like Q+ Payment App and WhatsApp banking. All platforms are tri-lingual, ensuring inclusivity across Sri Lanka’s diverse customer base. Beyond digital agility, we maintain a network of 270+ branches that deliver in-person service at scale. From complex transactions to personalised financial advice, our human touch remains a clear differentiator, especially in rural areas.
What defines us is the stability behind the experience, backed by top industry rankings in compliance, ethics, and customer trust. Our AI and CRM systems personalise experiences and enable real-time service recovery, helping us meet expectations while protecting trust. Furthermore, our partnerships with platforms like WeChat Pay, mCash, and Alipay allow us to integrate into global ecosystems. We do this while staying firmly aligned with Central Bank regulations, ensuring we evolve without compromising trust. Beyond products, we embed purpose. As Sri Lanka’s first 100% carbon-neutral bank, our CSR efforts, spanning school IT labs to inclusive entrepreneurship, turn goodwill into impact. So while others rush to disrupt, we compete smartly.
S. Prabagar, Chief Operating Officer of Commercial Bank
What are the most significant brand-related risks the bank anticipates, and how are these being mitigated?
Prabagar: As digital banking becomes central to daily life, cybersecurity risks have become more complex. These range from platform outages to data breaches. To stay ahead, our Integrated Risk Management Department runs early warning systems and conducts regular stress tests of our digital operations. Alongside it, a dedicated Data Governance and Business Intelligence unit protects customer data and ensures regulatory compliance. Our disaster recovery plans are tested routinely to maintain continuity.
Reputation is another area we watch closely. In a world of real-time feedback, a single poor experience can spread quickly. Our Customer Experience Centre monitors sentiment across channels, including social media, and enables fast service recovery when needed. Internally, we reinforce an ethics-first culture, guided by corporate governance policies that shape every part of our operations.
Environmental and social responsibility bring their own scrutiny. As Sri Lanka’s first carbon-neutral bank, we know the importance of substance over symbolism. A five-year Environmental, Social and Climate Risk (ESCR) roadmap is embedded within our risk framework to identify and mitigate potential issues early. Our ESG disclosures are audited by independent third parties. In 2024, we introduced a green-themed logo to reflect a broader ESG narrative, supported by green financing, DEI policies, and enhanced sustainability reporting.
Operational consistency also plays a vital role. Delays in processes like cheque clearance or KYC can affect brand perception. That is why we have standardised service across our 270-plus branches, supported by real-time feedback and end-to-end digitisation. Regular process reviews and audits help us reduce errors and improve turnaround times.
Across all these areas, our focus remains simple: enhance the experience, preserve trust, and ensure our actions reflect our values.
Looking beyond financial performance, what specific indicators or feedback loops does the bank use to measure whether its brand is keeping pace with changing customer priorities?
Sanath: We believe that tracking brand health requires more than financial performance alone. As customer expectations evolve, we rely on a multi-dimensional framework that brings together real-time feedback, sentiment analysis, and third-party benchmarks to understand whether our brand remains relevant and trusted.
Each year, we conduct brand health studies to assess awareness, perception, and customer associations across key segments. These are complemented by in-depth service research that examines experiences across touchpoints, from teller counters to digital onboarding, helping us identify gaps, training needs, and areas of strength. Together, these insights offer a clear view of how customers experience and perceive the brand.
Real-time sentiment is especially valuable when engaging younger, digitally native audiences. We use dedicated social listening tools and internal analytics to track sentiment, mentions, and response rates across platforms such as Facebook, Instagram, LinkedIn, and X. Engagement patterns, campaign performance, and user feedback help shape our digital communications and flag reputational risks early.
Our Customer Experience Centre plays a central role in capturing customer sentiment. Feedback from branches and contact centres is logged into our CRM system, tracked for recurring patterns, and escalated when nec – essary. Monthly reviews highlight both pain points and service excellence. The same data in our CRM also helps us analyse customer journeys across digital and physical channels, measuring lifecycle engagement, resolution times, and the impact of personalisation. These metrics directly inform service design and delivery.
External recognition also plays a role. Awards like Most Loved Bank and Best Digital Bank offer independent validation that we are aligned with stakeholder expec – tations. Taken together, these feedback loops help us stay ahead of change and ensure our brand is not only measured but meaningfully understood.
Further information about the 100 Most Valuable Brands in Sri Lanka:
Sri Lanka’s Top 100 Most Valuable Brands
Introducing Brand Finance and Sri Lanka’s Most Valuable Brands
Brand Valuation Methodology: Identifying Sri Lanka’s Top 100 Brands