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Crestar
Farris, Paul W.; Collins, Elizabeth A.
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Crestar
Farris, Paul W.; Collins, Elizabeth A. Case M-0351 / Published April 2, 1991 / 27 pages.
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Product Overview

In mid-1986, United Virginia Bank, having expanded throughout the state and into Washington, DC and Maryland, decides to change its name and position in the market. By September 1987, the bank is Crestar, and the campaign to emphasize individual-customer service, as well as maintain the image of "The Bank for Business in Virginia," is underway. The case describes the reasons for the strategy and the steps taken to prepare for both the rechristening and repositioning. The end of the case presents the full advertising package that Crestar has prepared.




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  • Overview

    In mid-1986, United Virginia Bank, having expanded throughout the state and into Washington, DC and Maryland, decides to change its name and position in the market. By September 1987, the bank is Crestar, and the campaign to emphasize individual-customer service, as well as maintain the image of "The Bank for Business in Virginia," is underway. The case describes the reasons for the strategy and the steps taken to prepare for both the rechristening and repositioning. The end of the case presents the full advertising package that Crestar has prepared.

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