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Corporate Brand and Communication Group (CBCG)
Posted Date: 16 Mar 2008 Resource Type: Articles/Knowledge Sharing Category: General
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Posted By: students Member Level: Gold
Rating:  Points: 2
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This group aims to use various communication channels to build the ICICI Bank brand as one that has high salience and a positive image in minds of consumers. The Communications Group is responsible for managing all the media interface and public relations to enhance the Bank's image among the various publics.
The recent merger of ICICI and ICICI Bank posed a major communication challenge which was handled tactfully by the group by using the media effectively. We worked ceaselessly towards portraying the right image of the one of the biggest mergers in the financial sector and bringing to light the clear advantages and benefits of the merger, thus minimizing public apprehensions about the issue. Simultaneously, rigorous research went into ensuring that the merged entity communicated the right brand message which combined the positive brand values of the merging entities and enhanced the brand effectiveness of the new ICICI Bank.
One of the ongoing tasks for us is to reinforce ICICI Bank as 'The Universal Bank' and portray it as the Leader in Retail Finance Banking. The job involves a great deal of interaction with people both while collecting and disseminating information. This requires the person to have good communication, writing and inter-personal skills.
The group owns the Corporate Brand and is responsible for its salience including appointing and managing agencies, creative and communication strategy, marketing and media plan, and media buying. It focuses on building of the ICICI Bank brand as a whole. It communicates to the customer base about what the ICICI Bank brand is, what it stands for, what its values are. The activities include preparation of corporate advertisements, research on the brand, handling of media for the entire group, and setting corporate identity norms for the entire group. The group also aids all business groups on all matters related to the same.
The ideal candidate for this group would have strong quantitative skills required to handle the research workload, analytical skills to understand and work with huge amounts of data and very strong communication skills.
For more details, visit http://www.icicicareers.com/CorporateBrandandCommunicationGroup.htm
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