What's in a name?

'I'm gonna trade this life for fortune and fame
I'd even cut my hair and change my name
'Cause we all just wanna be big rockstars
And live in hilltop houses driving fifteen cars '

- Nickelback, 'Rockstar'

UTI bank is now 'Axis Bank'. The name of the country’s third largest private sector lender UTI Bank has been officially changed to the Axis Bank Ltd with effect from 30 July. The change in name was considered for avoiding confusion as several unrelated entities were using the UTI brand.

Whatever the reason, the name has a 'global' sound to it and is definitely a 'branding move' in the right direction. O&M, the agency behind the rebranding exercise has done a decent job in running communiques that have conveyed this change with clarity.


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