Presented By:

Harjas Bakshi
Prathamesh Patil
Shonit Naralkar

2014148
2014159
2014172

An Overview of Identity Change for Bank One

Part I First Change

The City National

Bank & Trust
Company
renamed as Bank
One

Why did the change the identity ?

To keep pace with the new Ohio bank branching

law.

To enable effective marketing

To realize the collective success of all the banks

in the group

To cut costs and operating in an efficient

manner

To be sync with its ambition of expanding

How did it do
it?

National Credit Card Program

Installation of ATMs

VISA Cash Management

One-stop (Kingsdale) financial services center

BANK ONE wire

The Uncommon Partnership

Part II

A Bank One
Company, during
the merger of Bank
One and First
Chicago NBD

Why did it do it?

To smoothen the transition of First Chicago NBD

merger with Bank One

To bring three different core businesses under

one brand

To establish new brand identity

To cut costs and operating in an efficient manner

How did it do it?

Fitch developed a Brand Toolkit. It contained all of the

precise standards, guidelines, templates

Key groups were given a live presentation by Fitch staff.

Brand Vision booklet for upper middle management had

been developed to guide them in embracing all the
elements of the emerging brand

Focus group discussion on the differences among each line

of business, its customers, and its individual culture and
personality

the work groups were made to articulate a positioning

statement

They created a series of demonstration modules for each

business unit to show employees exactly how they could try
to achieve their goals.

Uncommon Partnership
To leverage Banc Ones highly premium stock to buy out
profitable institutions in attractive market.
Providing the acquired company with
autonomy and the same management.

considerable

Equipping the acquired company with Banc

extensive product set and marketing prowess.

Ones

Need to become a National Financial

Services Company?
The Management was finding it increasingly difficult to run
a massive company with decentralized framework
Each of the 70 Banks under Bank Ones name was
undertaking marketing activities independently.

Brand Tool Kit Utility

To strengthen the brand by identifying the core values of the
company.
To explain the employees how to reflect brand values, such as
customer focus, innovation or leadership, in the way they deal
with customers
To reinforce a consistent perception of your company among
your customers.
The Toolkit acts as a guideline for the brand manager and
internal staff members in sustaining a unique brand and
communicating that brand effectively to target audiences.
A Brand Tool Kit should be used by firms with diverse business
interests and the ones who wish to derive common benefits by
pursuing a single branding strategy.
Further it should also be used by companies who have recently
undergone a Merger.

Answer 4 (Importance of
branding in the bank industry)

Answer 4 (Indian Perspective)

Examples of Mergers and Acquisitions in

the Indian Banking Sector:

Brand building for a

bank:
Against a FMCG product

Against a consumer
durable

Brand Building for a Bank

Service-based brands, as opposed to product

based brands such as washing powder or a TV
involve a multiple interface with the consumer

Consumer experiences the brand at various levels

In the Banking Sector very few brands have

managed to create a complete set of perceptions
in peoples minds

The large majority of consumers cannot

differentiate significantly between the brands of
major banks