Brand Shifting UTI to AXIS

Raghu kumari P.S ()
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Raghu kumari P.S: Adam Smith Institute of Management, 2nd floor, Kshitij apartment, Mira bhayander Road, Mira road(E), Thane, Mumbai, INDIA

Advances In Management, 2009, vol. 2, issue 3

Abstract: In today's competitive era of business, "Brand Name" proves to be one of the biggest assets of a company. UTI along with HDFC, ICICI and IDBI are excellent banks of India well known for professional and friendly services. Gaining competitive edge over the other companies is always of premium importance for the growth and sustainability of any organization. UTI is no exception to this global trend. It aims at creating new perception and fresh look among its stakeholders by changing its name to "AXIS". Shifting brand name requires a lot of effort and study as it requires worldwide acceptance. The present paper makes an attempt to study the renaming exercise of UTI from the perception level of customers.

Date: 2009

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