Rebranding Union Bank of India

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Case Details:

Case Code : MKTG285
Case Length :10 Pages
Period : 2008-2009
Pub Date : 2012
Teaching Note : Not Available
Organization :Union Bank of India
Industry : Banking
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Need for Change in Logo

On September 1, 2008, Union Bank announced that the bank's board of directors had approved the change in logo. Nair explained, "We realized that the population is getting younger, technology is all-pervasive, and the relevance for the banking industry is increasing as more and more foreign banks are coming to India."...

Rebranding

The development of the new logo was carried out by Mudra Group and its new design and-

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strategy cell, Water, which had undertaken research on the subject. "Research was conducted in various markets with the core consumer groups of Union Bank of India," said Ashish Mishra, chief strategist, Water. According to Madhukar Kamath, MD and CEO, Mudra group, the main challenge was to get a customer-centric representation that justified the change. The new logo comprised two interlocked 'U's...

The Media Campaign

The bank announced a change in its logo and tagline on September 1, 2008, and soon began an aggressive media campaign. It started with outdoor hoardings in selected cities. The hoarding showed a bird turning a new page to show the new logo. Though the logo was not completely visible, the previous page showed a section of the old logo...

Was the Rebranding Necessary?

The change in the logo and the tagline of the bank was necessitated by the bank's move toward technological advancement and customer friendliness. The bank felt that adopting the new logo and the new tagline would bring definite advantages as the bank had been having a good rapport and customer relationship and the rebranding would reinforce this. The rebranding exercise also gave the bank the opportunity to communicate the elements of its 'personality values and vision', particularly at a time when it was trying to have an international branch...

Exhibits

Exhibit I: Share Holding Pattern
Exhibit II: Some Print Ads of Union Bank of India
Exhibit III: Ads in Outdoor Media
Exhibit IV: Union Bank of India: Old and New Logo
Exhibit V: Top 10 Banks in India: 2007

7] "Draft Red Herring Prospectus of Union Bank of India by Security Exchange Board of India", www.sebi.gov.in/dp/ubidraft.pdf, May 06, 2011.
8] Dena Bank is one of the leading Public Sector Banks in India.

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