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Life is about transition and the Management of Ghana Commercial Bank (GCB) has finally launched the GCB brand identity. Despite being one of the largest banks in Ghana, GCB does not feature in the top 200 banks in Africa and it is for this reason that a roadmap has been developed by the board to regain their position. The process starts with re-affirming their position in Ghana through rebranding the bank and Mr. Elliot Gordor, Chairman of the Board of Directors of the bank reveals that they have made a commitment to radically improve their customer service. The current identity consists of an eagle symbol and a logotype �GCB�. A gold and black colour combines to give an expression of the bank�s dynamism and freshness. Mr. Elliot Gordor stated at the event that they have made a promise to implementing the best practice standards in the they do business. The efforts so far have resulted in creating more value through investor and stakeholder confidence, he added. The Managing Director of GCB Limited, Mr Simon Dornoo, also addressed the event and explained that said the event marked a significant milestone in the evolution of the bank and follows an extensive brand audit where customers, employees and stakeholders discussed their perceptions of the bank and where it needed to focus its energies. Mr Dornoo said the bank�s new tag line; �Your Bank for Life,� has been created directly from its brand values and brand essence which represented the security of being a large and resilient bank and the intimacy of being in every locality in the country. �After losing some ground to new entrants and existing players in the market, GCB has regained its position as one of the best performing banks in the country by meeting the changing needs of retail banking customers and the aspirations of companies and institutions often with international trading requirements,� he said.