Morgan Chase Case Study

Executive summary

This was report was created in order to identify the action of rebranding on of the famous bank company called JP Morgan Chase known national and world wide.

The company announced the launch of a multi-million dollar national advertising campaign designed to establish Chase, its consumer brand, as the company that provides customers with flexibility and choice throughout all stages of their lives.

The purpose of the campaign is to reintroduce the trademark Chase octagon for customer and give them the possibility to see the financial solution that the bank offers.

Chase has begun to rebrand some branches in 17 states. In addition, Chase is redesigning all of its credit cards to reflect the new Chase brand, including the prominent octagon image.

However, with two major bank unified and with their names well known all over the country, the rebranding is maybe not the strategy to emphasize.

Why rebanding when the company already developed its name, its recognition. Even without looking at the logo, everybody knows that JP Morgan and Chase are banks, and are offering banking service.

What really matters is to educate the market about what the bank has to offer. The brand recognition will automatically follow with reliable and quality services. The logo relies on the product itself. What will be the whoosh of Nike without the perception of their products?

The brand comes second. Show me what is your product and if it is satisfying what I am looking for. Then from that the logo recognition comes into place.

Situation Analysis

Company’s history.

JP Morgan Chase Company is one of the oldest operating financial services firm in the world.

The company's history is made up of major legacy institutions including J.P. Morgan, Chase Manhattan, Chemical, Manufacturers Hanover, Bank One, First Chicago, and National Bank of Detroit.

The company's beginnings go back to 1799 with the Bank of Manhattan. John Pierrepont Morgan, born in 1837 and the...