Caselet Code : CLCB032
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB032) click on the link below, and select from the list:

» Consumer Behavior Caselets

» Marketing Case Studies **

» ICMR Case Collection

 
Current Exchange Rates
INR 100.00 = USD ($),
                 = GBP (£),
                 = EURO (€)
Currency data courtesy coinmill.com
INR is INDIAN RUPEES (Rs.)
 
 
Abstract

The caselet 'HSBC - The Local Bank of the World' explains the factors which led to the consolidation of the various banks owned by the HSBC Group under a single brand name - HSBC. It also looks into the change in HSBC's advertising strategy after the consolidation which led to the introduction of 'The Local Bank of the World' tagline in its advertisements. The impact of these changes on HSBC's brand name is also explained.

Issues:

» The impact of 'one size fits all' strategy followed by many MNCs
» The need for a unified brand name
» The importance of understanding local culture for an organization

 
Key words:

HSBC, Banking, Local Culture and The World's Local Bank.

Questions for Discussion:

1. What are the initiatives taken by HSBC to target consumers across various cultures?

2. What were the drawbacks of the 'think, globally, act locally' strategy adopted by William Purves? What prompted HSBC to re-brand?