BANK ONE“The Uncommon Partnership”

Akshay Pandey 2014003Ankur Mukherjee 2014007Nikita Bindal 2014bhand

NAME CHANGE OVER THE YEARS

Sessions and Company to

The City national & trust company bank (1900)To

First Bank Group of OhioTo

Bank One (1968)

WHY

▪ City word didn’t make much sense after these acquisitions

▪ According to the survey conducted the name Bank One emerged as the clear winner

▪ Acquisition targeted outside Ohio

▪ Ohio banking law

▪ Customer focussed

▪ The goal was to move to a common identity for all the banks and lines of businesses affiliated with the Bank One Corp

HOW• Innovations

• Implemented aggressive advertising campaigns

• Experiential branding

WHY THE NEXT CHANGE

• Growth

• Become ‘the leader’

“THE UNCOMMON PARTNERSHIP”

• John B. McCoy hired John Fisher

• Successful in educating both banks and customers

• Differentiated themselves from other traditional banks

• Acquire well-run institutions in attractive markets

• Too many companies in one basket

A BRAND TOOLKIT

• Set of guidelines for brand identity and positioning

• Ideal for communicating values, personality and history

• Keeps employees updated with current strategies

• Uniform external communication and service

HOW IMPORTANT IS BRAND BUILDING

• Usage vs Experience

• Tangible vs Emotional

• Switching

• Familiarity

• Customer Knowledge

Thank You