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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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

Keywords

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