Axis Bank

Case Study Submission

Name - Kumar David
Student ID -
Q-1) You realize that there is a divergence between the brand identity and
brand image in the case of Axis Bank. Write the brand identity and brand image
of Axis Bank below.

Brand Identity: Brand Image:

The brand got a new name Axis from
the old name UTI. Therefore, the new
brand identity came to known as Axis
Bank with little change in its logo.
In India, Banking is done based on
trust and values. Therefore, Axis Bank
tried to win the trust of the
customers with the campaigns like
“badhti ka naam zindagi”. Thus the
brand image was basically “ trust and
values”.
Q-2) What is the ‘Brand Personality’ of Axis Bank? Why did Axis Bank choose
Deepika Padukone over Aamir Khan as their brand ambassador?

Reason for choosing Deepika

Brand Personality of Axis Bank: Padukone:

Brand personality of Axis Bank is Since Deepika Padukone was a young,

being young forever. And also
dynamic and flamboyant
flamboyant and dynamic personality
at that time and idol for many youths,
therefore, she was preferred over
Aamir Khan as their brand
ambassador. She was modern and
but rooted to Indian culture.She was
happing acceptance across India.
Q-3) The brand head has suggested the qualitative techniques of projective, free
association and the ethnographic method to measure the brand equity. What
question would you ask the consumer to measure the brand equity. Mention 1
for each of the 3 methods.

Free Association: do you know forex card?

Projective: what does a forex card look like

Ethnographic: what do you like about being associated to group of forex card users?
Q-4) Competitive research has given you the insight that most of Axis Bank’s
peers are using Facebook & LinkedIn platforms for their ads, to reach the target
groups who have started their first jobs. Further, consider the approximate cost
of Axis Bank Forex card to be Rs 300/-.
Share your Integrated marketing communication plan/strategy here?
1. Creating a campaign for youths specially first jobbers since Axis Bank knows such people are looking for modern
banking solutions.
2. To earn the trust of first jobbers so that they choose Axis bank as their first bank.
3. Offline and online channels can be used to reach the first jobbers.
In offline channels, like making cold calls to such people, in online channels advertisement on fb and linkedin. Since
first jobbers might be thinking to get married and fly abroad for honeymoon, therefore native ads on travel portals
will also work.
4. Content should be basically infographics and knowledgeable imparting importance of multi currency forex cards.
5. Length of the content should be less as these people has short attention span. The posting schedule should be in
lunch time and in night time since these young people are active till late night. Also special postings should be
done before a period of long weekends.
6. The people who have started their first job may be looking to get married and flying abroad for
honeymoon. So native ads on job travel portals should be placed.
7. Since the cost of the card is INR 300/-, therefore INR 150/- can be the minimum cost to
gain one customer.
8. Card is not free. Therefore, the KPI should be based on ROIs driven from all channels of
marketing. Also how many people actually used the card after taking it.