2. BRANDING
• Brand is the name, term, sign, symbol
attached with the products or services of the
organization and the organization as a whole
which increases their worth.
• Branding is a process of creating and
developing brand image which keeps
customers.
3. REBRANDING
• Rebranding is the creation of a new name,
term, symbol, design, or a combination of
them for an established brand with the
intention of developing a differentiated
(new) position in the mind of stakeholders
and competitors
4. NEED OF THE STUDY
This study is based on brand name change by the Axis
Bank. UTI bank changed its name to Axis Bank in April
2007 to avoid confusion with other unrelated entities
with similar name. The study is done to see the
impact of bank brand name change on customer’s
perception and satisfaction level. This study will help
me to understand the awareness level of customers
regarding the bank name change from UTI Bank to
Axis Bank. This will also be helpful to understand the
relative variables which affect the perception level of
customers. The study is also beneficial for the bank to
see whether their customers are happy with the
brand name change or not .
5. REAL FOCUS- CASE OF AXIS BANK
• The erstwhile UTI Bank has followed the rebranding
process and changed its name to Axis Bank effective
from July 30, 2007. This is the first time that a bank
has gone in for a brand-change voluntarily; earlier
names of banks have been changed either due to a
merger or an acquisition. UTI brand was given in 1994
by its promoters and UTI Bank could use the brand
only till January 2008 as per Govt directives. Many
unrelated shareholder entities like UTI Technological
Services, UTI Investor Services and UTI Securities
were carrying the UTI brand.
6. OBJECTIVE OF THE STUDY
• To examine the impact of bank brand name
change on customer’s perceptions .
• To study the awareness level of customers
regarding bank brand name change.
7. RESEARCH METHODOLOGY
• Data Collection Method
The method used for collecting primary data is Questionnaire
which is to be filled by those customers of Axis bank who are also
the customers of UTI bank i.e. before the brand name change.
• Sampling
Convenient sampling is used . All the respondents are customers
of Axis Bank Ltd.
• Sample size
The sample size of respondents is 40.
• Contact Method
The respondents are met by face to face at branch location of Axis
Bank in Jalandhar, Kartarpur and Amritsar.
8. HYPOTHESIS
• NULL HYPOTHESIS:
There is no significant impact of bank brand
name change on customer perceptions and
awareness level.
• ALTERNATE HYPOTHESIS:
There is significant impact of bank brand
name change on customer perceptions and
awareness level.
11. MARITAL STATUS & EMPLOYMENT
single
married
marital
marital status
Piesshowcounts
52.50%
47.50%
student
govt.emp
pvt emp
self emp
businessman
employed
employment
Piesshowcounts
20.00%
15.00%
40.00%
10.00%
15.00%
12. EDUCATION &TYPE OF ACCOUNT
ug
graduate
pg
educ
education
Piesshowcounts
10.00%
40.00%
50.00%
savings
fd
current acc
salary
actype
type of account
Piesshowcounts
50.00%
2.50%
42.50%
5.00%
13. BENEFIT OF NAME CHANGE &
AWARENESS OF THE BRAND NAME
CHANGE
bank
customers
both
benefit
benefitofname change
Piesshowcounts17.50%
15.00%
67.50%
yes
some
awarenes
awareness aboutaxis bank name change
Piesshowcounts
80.00%
20.00%
14. PAIRED T TEST
• In the aforesaid study, Paired T test is applied.
Paired T test is applied when we have to
compare the mean scores of group of people on
two different occasions or if we have to match
the pairs. In my study, measurement variable is
perception level of customers and the two
events are before and after the brand name
change of Axis bank. A paired T test is conducted
to evaluate the effect of brand name change of
Axis bank from UTI Bank on the customer
perception level. For this purpose, 13 pairs of
variables are made. Likert scale is used.
15. PAIRS OF VARIABLES
• Pair 1- BP= Product offered before brand name change.
AP= Product offered after brand name change
• Pair 2- BS = Service level before brand name change
AS = Service level after brand name change.
• Pair 3 – BH = Helpfulness of employees before brand name change.
AH= Helpfulness of employees after brand name change.
Pair 4- BC= Cleanliness of premises before
AC= cleanliness of premises after
16. PAIRS OF VARIABLES
• Pair 5- BCS= Charges of various services before
ACS=charges of various services after
• Pair 6 - BL= bank location visibility before
AL= bank location visibility after
• Pair 7 - BA = Ambience of branch before
AA= Ambience of branch after
• Pair 8- BT= telephone banking facility before
AT = telephone banking facility after
17. PAIRS OF VARIABLES
• Pair 9- BI = internet banking facility before
AI= internet banking facility after
• Pair 10- BG= grievance redressal system before
AG= grievance redressal system after
• Pair 11- BAC= advertising campaigns before
AAC= advertising campaigns after
• Pair 12- BCO= customer orientation before
ACO= customer orientation after
• Pair 13- BSL= satisfaction level before.
ASL =satisfaction level after
19. RESULTS
• The table shows that The Sig (2-Tailed) value is
less than 0.05 in all the pairs of variables.
Therefore, we reject the null hypothesis. So we
can conclude that there is a statistically
significant impact of brand name change on
customer’s perception level. As shown in the
table, the 13 pairs of variables, sig. (2 tailed)
value is 0.00 that means all the variables have
significant impact on perception level of
customers of axis bank.
20. FINDINGS
• As shown in the pie diagram, 80% of the customers
are aware about the brand name change. Majority of
people know about the year in which brand name
changes and the new logo of the Axis bank .So this
has to be concluded that awareness level of customer
regarding brand name change is high.
• 67% of the customers respond that the brand name
change is beneficial for both customers and bank.
18% of the customers think that it is beneficial for
bank and 15% think that brand name change is good
for customers.
21. LIMITATIONS OF THE STUDY
• The present study doesn’t take into account
the huge sample of data. It confines to only
40 number of respondents. Therefore, the
results cannot be generalized.
• The study is confined to some areas of
Punjab i.e. Jalandhar, Amritsar and Kartarpur.
Therefore, this study doesn’t represent the
true picture of entire population.
22. CONCLUSION
• Brands represent a form of capital for companies and play an
integral part in their marketing strategies. Customers increasingly
use them to aid their decision making processes, and they can
signify the reputation of the company .Thus, today, brands are
considered as valuable assets and sources of differentiation for
companies. A very small change in brand affect the perception
level of customers and it affect their psychology also. Changes to
the brand's logo, brand name, image, marketing strategy,
and advertising themes may either prove to be negative or
positive for the organization. In the study, change in the brand
name brought a change in the perception level of customers.
Some customers feel happy about brand name change and some
found no difference and some provide a negative viewpoint
regarding it.
