UTI Bank to AXIS Bank: A Corporate Rebranding Exercise |
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Excerpts Contd...Preventing its Customers from Becoming Victims of FraudPotential Benefits of the Change in Corporate IdentityThough the change in the name of the bank was necessitated due to pressure on the bank to arrive at a decision because of the deadline on the UTI brand name, the company seemed pleased to be developing its own brand. The company felt that adopting the new name would bring definite advantages as the earlier name had a public sector connotation. The UTI Bank had always been a private bank since its inception but it was thought of as a public sector bank linked with the UTI brand...
ExhibitsExhibit I: A Brief Note on Reforms in the Indian
Banking Sector
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