As the slogan reads “World Local Bank”, it demonstrates experience, scale and personality. Experience and size are outside the world, as it shows that HSBC has a lot of influence in various areas of the planet. It also shows the size of a company that is not limited to one continent or country. With experience and scale comes sustainability, which with the last great recession is something consumers want in a bank. Personality is demonstrated by the word local, which is something HSBC prides itself on. HSBC wants me to be known as a company that can enter any market and with the right research completes this task. At the end of their research they add a personal touch by helping or donating time to the local community. This shows that HSBC really cares about the local community and the fact that they are involved in small areas as a large company fits perfectly with how they look after each and every local community they enter.