UTI Bank to AXIS Bank: A Corporate Rebranding Exercise

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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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Case Details:


Case Code : MKTG183 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Marketing Management/ Product management, Consumer behavior, New and emerging media
Case Length : 19 Pages
Period : 2006-2007
Pub Date : 2008
Teaching Note : Not Available
Organization : Axis Bank
Industry : Banking
Countries : India


The case is about the corporate rebranding of the erstwhile UTI Bank, a leading private sector bank in India, to Axis Bank. It discusses the circumstances which led to the decision of the bank to forego its well known brand name that ranked among the top 50 brands in India, in favor of a new name. The case further discusses how the company arrived at the new name, and how the company launched a mass media campaign to communicate the new corporate identity. The simple but high-decibel integrated marketing communication campaign, created by Ogilvy & Mather, sought to reassure the bank's customers that nothing had really changed in the bank except its name.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

And the customers could expect the same level of service from the bank as earlier. In addition to this, the bank also had to prevent its customers from falling victim to phishers who could take the advantage of any confusion arising out of the rebranding.


Understand the issues and challenges in rebranding a well established brand, especially in the banking sector in India.

Understand the issues that led to the decision of UTI Bank to rebrand as Axis Bank.

Understand the rationale behind the marketing communication campaign and how the campaign was executed by the ad agency.


  Page No.
UTI Bank by any Other Name... 1
Background Note 4
Need for Change in Name 3
Rebranding to Axis Bank 4
The Media Campaign 5
Preventing its Customers from Becoming Victims of Fraud 7
Potential Benefits of the Change in Corporate Identity 8
Outlook 9
Exhibits 10


Rebranding, Integrated marketing communication, Marketing Communication, Customer acquisition, 360-degree media, UTI Bank, Axis Bank, Commercial banking, Retail Banking, Corporate banking

UTI Bank by any Other Name... - Next Page>>


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