The case describes how to AXA, a global insurance company headquartered in Paris, France, is defined and implemented its new brand in May 2008. This is exactly 3 years after CEO Henri de Castries has initiated "Ambition 2012", aimed at doubling and tripling of incomes of the income between 2004 and 2012 and the turn of AXA in the "preferred company" in financial protection. In order to become the "preferred" among consumers; AXA to differentiate themselves from their competitors. But brand attributes - including the signature "to life with confidence" - does not seem to be entirely to him. In 2007-2008, Claude Brunet, Chief Operating Officer of AXA, led a project to study and strengthen the brand. He strengthened the marketing of marketing by creating groups reporting to him is responsible for strategic marketing and customer insight, suggestions and innovations, the client and the service quality, distribution and brand advertising. Voice executives, customers and employees were then carefully analyzed. It feeds the Spirit AXA Brand, multidisciplinary task force responsible for the proposed actions to the Board. Study concluded that the three main attributes of Kernel for AXA was "available", "attentive" and "reliable." Spirit AXA AXA brand decided to "continuously work to prove that it is trusted." This meant leaving the "promised land" and settled in the "land of the evidence." It would be in the spirit of the new signature "redefining / standards." The new brand was launched internal AXA May 27, 2008 worldwide Internet forum, in which the attended by 55 thousand people. Learning objectives: brand management more than the development of a new logo and a new value proposition. case shows the importance of emotional impulses in the service organization and the use of brand management as a catalyst for a deeper cultural change. "Hide
by Stefan Michel, Jean-Pierre Baillot Source: IMD 12 pages. Publication Date: April 12, 2010. Prod. #: IMD426-PDF-ENG
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