This case chronicles the 30-year evolution of the Bank One business strategy of growth through acquisitions and by branding the issues raised by the need to rebrand the acquired existing facilities. Starts in 1968 - at the beginning of the newly formed First Banc Group of Ohio, Inc - a holding company created by McCoy family to acquire other small banks in Ohio. Banks should have been renamed "Bank One". This continues for the next 30 years of growth, marketing, innovation, and expand to many countries outside of its base of Ohio. This period of growth and changes are numerous problems of identity. The focus of the event is on the major obstacles associated with branding Bank One merger with First Chicago NBD, a very large commercial bank. First Chicago NBD presented the first major commercial bank to become a member of the Bank One family of mainly retail banks. The questions cover a First Chicago NBD name should be changed Bank One, as it has done in all previous retail purchase by the Bank for many years and will retain its name, using only the approval, "Bank One company." Further complicating the situation is a major Bank One brand development initiative for the implementation of Bank One brand in new ways for all Bank One officials. "Hide
by Peter Phillips, Stephen A. Greyser Source: Design Management Institute 16 pages. Publication Date: January 1, 2001. Prod. #: DMI009-PDF-ENG
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