1. Redefining The AXA Brand
Mohan Kumar
Manoj Kumar
Arun Gobinath
Ritesh Atey
Ram Mohan Raj

2. Given that defining a brand is partly a discovery, does it
make sense to set a launch date very early in the process
• Branding Activities are long term in nature.
• A build up to increase the customer’s good opinion about the brand
• To generate good opinion one has to deliver what is promised to
/expected from the customer
• Before claiming that it possesses something special ( Compelling
difference ) it should identify it, prove it and then shout about it
, this takes some time.

3. How would you assess the scope of the Re-branding on a
continuum ranging from 'Logo Redesign' to 'Changing the
business model‘ ?
• A Logo redesign will be known to any person. It can be a
user, influencer, decision maker, initiator etc. Scope for rebranding is high
when the logo redesign has a message that is put across to the customer
about a new value proposition.
• Changing the business model will not require much of a rebranding exercise
, it is only for the view of the user/customer.

4. What is the difference between Product Branding and
Service Branding?
• Product Branding will revolve more on the product itself. Its unique
features and benefits.
• Service Branding will be focused on how the service is uniquely delivered
compared to competitors.
• For any business related to finance, insurance and banking. The Service
aspect always comes under scrutiny more than the product.

5. In developing the new brand signature, was Claude Brunet
focusing more on the rational approach (IQ) or Affective
Approach (EQ)?
• Rational Approach – IQ
• Emphasis is on making realistic promises, i.e. making promises that
serves the need for actual customers and not for someone in
wonderland

6. How risky is this project for AXA?
• In this context, risk is all the more necessary and compulsory. Without
taking any risk the company will go nowhere and sink eventually.
• It is not a choice, it is must
• Hence the risk is moderate.

7. Is AXA truly moving from the Land of Promise to the Land
of Proof?
• AXA has just about entered the Land of Proof
• There is a strong need to highlight it at all KEY Customer touch points.
• Testimonials, Campaigns, and Advertisements

8. Shape the
service
marketing
Company
Client
Employee

9. Communicating the promise
client
company
external

10. Enabling the promise
employee
company
internal

11. Delivering the promise
CLIENT
EMPLOYEE
interactive