REPOSITIONING OF AXIS BANK Free Essay, Term Paper and Book Report
REPOSITIONING OF AXIS BANK
INTRODUCTION
UTI bank is a well-known brand name that quickly comes to our mind. But on July 30, 2007 the
bank has changed its name to AXIS BANK. Many of us might be wondering why its name has
been changed and some of us may not like to change a well-established name. The initial
reaction is as usual many of us didn�t link it. Similar thing happened when BOMBAY became
MUMBAI. But after a few months we got accustomed to MUMBAI only. So what happens to
UTI now, we take a look at it.
UTI was a government institution, its subsidiary UTI Bank has been categorized as a private
sector bank, according to RBI guidelines. UTI brand was given in 1994 by its promoters and UTI
Bank could use the brand only till January 2008 as per Government directives. After the split of
UTI, entities like UTI Securities, UTI MF and UTI Bank were all allowed to retain the UTI
brand name for a while. Now that it is time for UTI Bank to shed the brand name, it has opted to
go for the more modernsounding Axis Bank. The recommendation for name change to Axis
Bank has a......
Word Count: 3210
Page Count: 12.8 (250 words a page / double spaced)
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