A Case on "Brand Crisis"

The Paper examines an ambitious attempt by an 87 Years Old, Old Generation bank to re-brand and re-position itself into a New Generation Bank. The trials and tribulations it faced in the journey in a period of over five years and the resultant crisis on the organisation and its health, which unfolded in the Indian Banking scene recently is captured empirically and theoretically. It is a live case and the debilitating impact of the crisis can be seen in the organisation even today. The take away and the learning is more for anybody interested in the theme of studying 'Brand Crisis Management'.