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HSBC Brand–Basic Elements Brand Values

HSBC Brand–Basic Elements North America, April 27, 2005

HSBC’s brand identity, the unique associations that represent what the brand means to customers, employees, investors, and other constituencies, is derived from our values, culture, drives and vision:

Our cultural values – HSBC is an ethically-grounded, conservative, trustworthy builder of long-term customer relationships across the world.

Our basic drives – HSBC is a highly productive, cost-conscious, team-orientated, creative organization focused clearly on serving its customers.

Our vision – HSBC’s vision is to be the world’s leading financial services company.

The essence of the HSBC brand is integrity, trust and superior customer service. A strong HSBC brand gives confidence to customers, helps unify our employees, and provides value to our investors.

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