Redefining The AXA Brand Harvard Case Solution & Analysis

IMD-5-0757 2010
Michel, Stefan; Baillot, Jean-Pierre

The case depict how a international insurance company headquartered in Paris, AXA, France, defined and implementation of its new brand in May 2008. This is just 3 years after CEO Henri de Castries established the initiative “Dream 2012” aimed at copying revenues and tripling underlying gains between 2004 and 2012 and turning AXA into “the company” that is preferred in fiscal protection. In order to become “favored” among consumers; AXA needed to distinguish itself from its participants. However, the brand essential characteristics - comprising the signature “Be Life Assured” - did’t appear to be completely up to it. In 2007-2008, AXA’s Chief Operating Officer, Claude Brunet, headed a project to inquire and augment the brand. He strengthened promotion through the creation of a Group marketing section reporting to him which was responsible for strategic marketing and customer penetration, offer and initiation, customer systems and quality of promotion and service, distribution, and brand. The voices of the executives, customers and employees were then extensively examined.

This fed the AXA Brand Spirit, a multidisciplinary task force made responsible for proposing action to the management board. The AXA Brand Spirit decided AXA ought to “always work to show it's worth trusting”. This meant departing the “land of guarantee” and settling into a “land of evidence”. This would be the spirit of the new signature “redefining / standards. The new AXA brand was established internally with a worldwide online forum in which 55,000 workers participated. on May 27, 2008 Learning objectives: Brand management is designing a new symbol and creating a new value proposition. The case shows the importance of using brand direction as a catalyst for a deeper cultural change and establishing psychological impetus within a service organization. A teaching note for this instance is currently being prepared and will be accessible by Summer 2010.

Redefining The AXA Brand Case Study Solution

Subjects: Brand management; Brand strategy; Change management; Corporate culture; Customer feedback; Customer orientation; Customer preference and trust; Emotional momentum; Employee forum; Employee involvement; Insurance; Measurement of impact; Proof execution; Proof strategy; Role of marketing; Service strategy; Top management involvement
Settings: France; Global; Insurance; Savings and Asset Management; 210,000 employees and distributors in 2008; 2008-2009

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