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ICICI Bank: Brand Building in Retail Banking

It was a hot July afternoon of 2008 in Mumbai, the financial capital of India. Ms Tina Singh, Head, Corporate Brand Group was busy with her team at the Corporate Office of ICICI Bank at Bandra—Kurla Complex. Ms Tina Singh, an MBA from one of the top B schools in the country reflected on her journey in the bank in the last nine years. She had played different roles and taken up different responsibilities both at the Product Division level and at the Corporate level. She recalled some of the exciting brainstorming, planning and execution programmes. Few in an established, large organization would get that sort of an opportunity. What a journey it has been! From no presence in retail banking to being the major player in several retail products. The competitive landscape has really changed fast. She had a discussion with her team about the scores of the recent Brand Track study and about the various aspects of the Brand Identity Execution Plan. Competitive and technological landscape had changed so fast. The last few weeks there were several meetings with the marketing heads of different product divisions with each one of them placing varied kind of marketing support from the Corporate Brand Group. She had to finalize the plan in the next couple of days before making a presentation to Mr K.V. Kamath, CEO and MD of ICICI Bank and Ms Chanda Kochar Buch, Executive Director.