Andhra Bank re-brands for pan-India image

With a view to acquire a pan-Indian image, Andhra Bank has re-branded itself with a new corporate slogan.

Founded in 1923 by noted freedom fighter Pattabhi Sitaramayya, it is now keen on shedding its image as a local bank and has adopted a new corporate slogan, ‘Andhra Bank: Where India banks’.

When contacted, the bank’s Chairman and Managing Director B. A. Prabhakar told Business Line that efforts were on to make Andhra Bank a national brand.

“Many people living outside Andhra Pradesh still do not know that it is a nationalised bank with a long history. We want to change this with new branding,” he said.

About half the 200 branches proposed to be opened in the current financial year will be located outside Andhra Pradesh, Prabhakar said.

At present, out of a total 1,867 branches, 707 are outside AP covering 25 States and three Union Territories. It also has representative offices in the United Arab Emirates and the US.

Andhra Bank had launched a new mascot and logo in 2009. The mascot was DOLLe (dolphin), with the slogan: ‘Andhra Bank, for all your needs.’.

The rationale then was that the dolphin was universally known for its intelligence, and friendly and responsive qualities.

The corporate slogan was aimed at identifying the bank with its tech-savvy character, satisfying all the needs of the customer.

In 2012-13, the bank’s net profit declined to Rs 1,289 crore from Rs 1,345 crore in the previous year. The total business stood at Rs 2.24-lakh crore.

naga.gunturi@thehindu.co.in

Source: thehindubusinessline