Bank One : The Uncommon Partnership Discussion Questions 1.

Over a period of years, Bank One altered its name and therefore identity several times. Explain the rationale for the following changes a. Change of the name to Bank One. b. Adoption of the Uncommon partnership c. Dropping of the uncommon partnership approach 2. In light of numerous bank mergers in recent years, how relevant is it to spend a great deal of time, energy and resources on developing a strong bank brand? Explain with respect to the current situation in the Indian bank industry (branding in light of mergers & acquisitions)? 3. How different is brand building for a bank as against that for a consumer product like a consumer durable (say a refrigerator) and an FMCG product (like a toothpaste)? Submission: PPT. Group of maximum 4 students. Discussion in class (Friday, 18th Oct 2013)