Topic : Brand

Management
Presentation by
Mohammed Hussain
R18MB153
Introduction
• ICICI Bank was established by the Industrial Credit and Investment
Corporation of India (ICICI), an Indian financial institution, as a wholly-
owned subsidiary in 1994.
• 1998 : Introduced the new logo symbolizing a common corporate identity for
the ICICI Group.
• 2002 : ICICI Ltd merged with ICICI Bank Ltd to create India’s second largest
bank in terms of assets.
• 2003 : ICICI Bank set up its first ever offshore branch in Singapore. : ICICI
Bank became the market leader in retail credit in India.
• 2007 : ICICI Bank raised Rs 20,000 crore (approx $5 billion) from both
domestic and international markets through a follow-on public
Corporate v/s Brand strategy
• Corporate strategy
I. ICICI BANK
II. ICICI Prudential Life Insurance Company
III. ICICI Lombard General Insurance
IV. ICICI Prudential Asset Management
V. ICICI Venture
Brand Strategy
I. 2001 : Safer, Simpler, Smarter (making foray into retail)
II. 2003 : Hum Hain Na (Beyond Just banking)
III. 2005 : Opportunities Unlimited
IV. 2008 : Power of Belief (in wake of the Financial crisis )
Brand Values
Trustworthy • Customer-centric • Friendly • Technologically driven
• World Class • Modern
Brand Identity – Corporate Colours
• Orange - The Colour of Dynamism
• Blue - The colour of Trust and Depth
• Grey - The colour of Stability
• White - The colour of Ethics
• Electric Orange - The colour of Dynamism - Brighter &
Sharper.
Levels of Product v/s. Brand
• Core Benefit Level
• Generic Product Level
• Expected Product Level
• Augmented Product Level
• Potential Product Level
Positioning
• In 2001 – 03, Superstar 'Amitabh Bachchan' as the Brand
ambassador , complimenting the brand values
• In 2006, ICICI Bank Limited, signed up Bollywood superstar
ShahRukh Khan as its global brand ambassador.
Brand Communication
 Impeccable Placement
 In-film placement / promotion
 Direct Mailers
 Customer Education Series
 Awards and Recognition