Compared to other industries, what are the specific challenges that ATM network operators may face when managing their brand?

JETCO (Joint Electronic Teller Services Limited; 銀通 in Chinese), established in 1982 by a bank consortium, operates one of the largest ATM networks in Hong Kong and Macau, with more than 3,000 ATMs in Hong Kong, Macau, and over 20 cities across Mainland China. The ATM market in Hong Kong can be generally described as an oligopolistic one, and the other major competitor network is operated by HSBC (albeit with less coverage than JETCO).
It was not long ago that people perceived JETCO as an old and traditional ATM brand in Hong Kong. Indeed, the logo and style of the ATMs look like they belong to the 1980s or 1990s. Though many believed that JETCO was a credible business, many associate it with China, which is not an entirely positive sentiment among some people of Hong Kong. Some have even erroneously thought the brand came from the Mainland China. Facing intense competition from HSBC, JETCO was in need of rebranding initiatives to gain more market awareness and acceptance.