The case explain how AXA, a universal insurance coverage business locateded in Paris, France, specified and executed its brand-new brand in May 2008. In the year 2007-2008, Claude Brunet, AXA's Chief Operating Officer, led a task to strengthen the brand and examine. He enhanced marketing through the production of a Group marketing department reporting to him which was accountable for tactical marketing and consumer understanding, development and offer, client programs and quality of distribution, brand, and service and marketing.
The AXA Brand Spirit chose AXA ought to "constantly work to show it is worth relying on". The brand-new AXA brand was released internally on May 27, 2008 with an around the world online forum in which 55,000 workers got involved. Knowing goals: Brand management is more than developing a brand-new logo design and producing a brand-new value proposal.
Redefining the AXA Brand Case Study Solution 2
PUBLICATION DATE: April 12, 2010 PRODUCT #: IMD426-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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