HSBC used the slogan “The World’s Local Bank.”
The slogan expressed HSBC’s attempt to combine international reach with knowledge of local markets. It suggested that a customer could access a global banking network while receiving services shaped by the customs and needs of a particular country or community.
HSBC adopted the slogan in 1999, after expanding its international brand identity. The campaign was used across numerous markets and became one of the bank’s most recognizable advertising lines. In 2011, HSBC began replacing it with “The world’s private bank,” although the earlier phrase remained strongly associated with the institution.
HSBC stands for The Hongkong and Shanghai Banking Corporation. The bank was founded in Hong Kong in 1865 to finance trade between Asia and Europe. It is often confused with similarly international banks, but “The World’s Local Bank” specifically identifies HSBC.