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BANC ONEPresented by:

NareshSoni.

Vejendra Sigh.KedarMapxenkar.

TuhinaBhar.

Chase Tower: Banc OneHeadquarter.

About Banc One Case:

Bank One Corporation was the sixth-largest bank in the United States. It traded on

the New York Stock Exchange under the stock symbolONEThe company had its

headquarters in the Bank One Plaza (now the Chase Tower) in the Chicago

Loop in Chicago, Illinois.

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y They were the first bank to handle a group of Brokers relationships forVisa Cash Management accounts.

y They went about evaluating the changing customers activitiesoccurring in the banks lobby.

i) By advertising on the main streets in cities and towns across

Ohio.

ii) On the Columbus skyline.

iii) It conveyed the message to its employees through its first

edition of the BANK ONE wire, the corporations employee

newsletter.

y Customer oriented Environment was changed, Sales boutique,Interactive videos which gave assistance to the customers about

insurance, real estate brokerage services and travel.

y They were the first one to educate the customer on the benefits of usingATM machines and Visa Cards.y They implemented aggressive advertising campaigns that were highly

focussed on customer need and benefits.

y They uses affinity banking programs.y The name was changed to bank one from city national bank, and

then this new name bank one was displayed on all the cheques,

deposit tickets and hundreds of other forms.

d) Why did it make the next change?y They wanted to go national so they went outside the state of Ohio. They

created new holdings which went about mergering with the banks. So

they had to undergo changes to bridge the difference between the

culture & functioning of the two different banks.

2) Brad Iversen makes it very clear that he believed that branding and advertising

are two different things. Do you agree? Why? Why not?

Yes they are different. Branding is giving an identity. Whereas Marketing is making an

awareness.To succeed in branding you must understand the needs and wants of your

customers and prospects. You do this by integrating your brand strategies through your

company at every point of public contact.

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Branding has to be done planned firs and then accordingly advertisement is done. Brand

influenced all the stakeholders and it also helps in better positioning. Brand is necessary

for growth and advertisement is one of the way to achieve them.

Advertisement can be short term, but Brand will always be for a longer term.

For branding, company image is considered, whereas for advertisement customers areconsidered mainly.

Branding is important for stakeholders, shareholders whereas advertisement considers

the customer and product.

3) In the Light of numerous mergers in recent years, How relevant is it to spend a

great deal of time, energy and resources on developing a strong Bank brand?

It is very very important to distinguish itself from its competitors so as to attract

customers and also to retain existing ones. Branding also is a symbol of core business

values.

Hence a small amount of time, energy and resources spent will lead to greater benefits

hence it is very very important to make a strong Bank brand. Brand also make s Customers

feel proud and also retain them and make them loyal.

The impact on your bottom line and the value of your enterprise is far greater than a mere

sales increase. Also a powerful brand lets you command, and defend, the right price for

your products and services.

It also gives benefits on a very long term basis.