Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2005-06-09
Length: 23 pages
Data source: Field research
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Abstract
This is a Simplified Chinese version. FirstCaribbean International Bank was the new banking entity created from the combination of the Caribbean operations of two foreign banks, Barclays Bank plc of the United Kingdom and headquartered in London, England and CIBC - formally the Canadian Imperial Bank of Commerce - of Canada and headquartered in Toronto, Ontario. A marketing team was formed with the specific responsibility of developing the marketing function and the brand strategy, as well as guiding the branding process of the new entity. The head of the marketing team has a number of concerns: would geography, history and commercial practices support or mitigate against a single, centralized marketing strategy for the entire region; what should the new brand be; how should it be articulated; should the new brand reflect one or both of the heritage banks or should the new brand break with the past and reflect a totally new identity; and how quickly could the new brand be rolled out? This case may be taught on a stand alone basis or in combination with any of the five additional cases that deal with various functional issues associated with the merger: (1) human resources - 'Harmonization of Compensation and Benefits for FirstCaribbean'; (2) information systems - 'Information Systems at FirstCaribbean'; (3) choosing a standard operating environment: general management - 'CIBC-Barclays: Should Their Caribbean Operations Be Merged?'; (4) accounting and finance - 'CIBC-Barclays: Accounting For Their Merger'; and (5) technical note -' Note on Banking in the Caribbean'.
About
Abstract
This is a Simplified Chinese version. FirstCaribbean International Bank was the new banking entity created from the combination of the Caribbean operations of two foreign banks, Barclays Bank plc of the United Kingdom and headquartered in London, England and CIBC - formally the Canadian Imperial Bank of Commerce - of Canada and headquartered in Toronto, Ontario. A marketing team was formed with the specific responsibility of developing the marketing function and the brand strategy, as well as guiding the branding process of the new entity. The head of the marketing team has a number of concerns: would geography, history and commercial practices support or mitigate against a single, centralized marketing strategy for the entire region; what should the new brand be; how should it be articulated; should the new brand reflect one or both of the heritage banks or should the new brand break with the past and reflect a totally new identity; and how quickly could the new brand be rolled out? This case may be taught on a stand alone basis or in combination with any of the five additional cases that deal with various functional issues associated with the merger: (1) human resources - 'Harmonization of Compensation and Benefits for FirstCaribbean'; (2) information systems - 'Information Systems at FirstCaribbean'; (3) choosing a standard operating environment: general management - 'CIBC-Barclays: Should Their Caribbean Operations Be Merged?'; (4) accounting and finance - 'CIBC-Barclays: Accounting For Their Merger'; and (5) technical note -' Note on Banking in the Caribbean'.