Rebranding Union Bank of India

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

ICMR HOME | Case Studies Collection

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

To download Rebranding Union Bank of India case study (Case Code: MKTG285) click on the button below
, and select the case from the list of available cases:

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

Buy Now

Amount to be paid:

Prefer to pay in another currency ?
Select Currency for Payment

Exchange Rates: Click Here
Delivery Details: Click Here

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

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

Please note:

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.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

"The transformation started eighteen months back with a project named NAV NIRMAN1 we have harnessed the combined might of people, process, and technology - building relationship through people and delivering with speed and efficiency enabled by superior application of technology."2

-M V Nair, Chairman & Managing Director, United Bank of India, in September 2008

"The challenge was to embark on customer centric exposition to get the reason for the change. We had to reflect the dynamic face of the brand without destroying what lies at the core." 3

-Madhukar Kamath, MD & CEO, Mudra Group4, in September, 2008

Introduction of a New Logo: Nav Nirman...

On September 1, 2008, one of India's largest public sector banks, Union Bank of India, introduced its new logo. A press release by the bank explained the built-in capabilities that were represented by the logo, achieved by transformation of process and human resources at the organization.5 The logo also reflected the competencies created and the future orientation of the bank. The logo comprised two interlocked 'U's. The interlocked logo represented the integrity, security, strength, and partnership of the bank and was called the 'Union Bank Interlock'. The red color at the base stood for passion while the blue at the top represented the bank's commitment to service.

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

The logo was designed by the Mudra Group's 'Water' team. The revamping exercise, called 'Nav Nirman' i.e. a new or fresh incarnation, was executed by the group. The motive behind the campaign was to establish Union Bank of India as a technically sound and service-oriented brand rather than just an orthodox public sector bank. The campaign was intended to create awareness in the minds of the Indian customers and allow the bank to reposition itself as a more customer-oriented bank from which customers could expect the kind of service quality available at its private sector rivals.

In going in for the revamping exercise, Union Bank had taken a leaf out of the book of UTI Bank which was rebranded as 'AXIS Bank' on July 30, 2007.6 The rebranding helped Axis Bank reposition itself as a more customer-centric bank that was technically advanced. Industry observers said that Union Bank of India was following the same path and that youth were the target customers. Union Bank of India decided to retain its tagline, "Good People to Bank With" but put the emphasis on getting closer to customers and sharing emotional bonds with them. The bank felt the revamping would help in this regard, but industry observers wondered whether such a rebranding exercise was necessary at all.

Background Note - Next Page >>

1] Nav Nirman was a revamping and brand re-building project by Union Bank of India, initiated by M V Nair, Chairman and MD, Union Bank of India.
2] Payal Khandelwal, "Union Bank Undergoes Makeover",, September 2, 2008.
3] Payal Khandelwal, "Union Bank Undergoes Makeover",,union-bank-undergoes-makeover.aspx, September 2, 2008.
4] The Mudra Group is a renowned advertising group in India.
5] "A Corporate Strategic Announcement- Launch of New Logo by Union Bank",,, September 1, 2008.
6] UTI Bank, a leading private sector bank In India rebranded itself into Axis Bank on July 30, 2007.

Custom Search

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.